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tion between surrogate advertising and the corresponding brand awareness and brand image. This is used as a strategy to advertise products like liquor or tobacco—the advertisement of which otherwise, is banned in our country (Sharma & Chander, 2007). It relates to advertising by duplicating the brand image of one product extensively to promote another product of the same brand. When consumers look at these advertisements, they associate these with banned products. Hence, such products are indirectly advertised, and therefore, influence their behaviour. There is no doubt that the hidden call for alcohol consumption behind the surrogate advertisements is not escaping the eyes of viewers of the world's fourth highest liquor consuming country. Their paper discusses the psychographics of the target audience since they are the final evaluators of advertising. The implications thus, are left for the advertisers to modify and redesign their advertising strategies in accordance to the consumer psychographics, so that they can find a way out which is more ethical and positive for the society or their target market rather than resorting to surrogate advertising.

A significant negative impact on the brand awareness level and brand association set was found for 4 out of the 6 alcohol brands evaluated (Parulekar, 2005). The common factor for these 4 brands was that they were non-beverage extensions. The author concludes that the extent of dilution of brand equity is a function of prior brand exposure, the surrogate category chosen and articulation of advertising for the surrogate product.

This suggests that surrogate advertising has two effects on the mind of the consumer. First, it dilutes the recall of the actual product and focuses the consumer's attention on the surrogate product (for eg. Consumers' attention might get diverted to Kingfisher Mineral Water which is the surrogate product from Kingfisher Beer, which is the actual product the UB Group is trying to advertise). Secondly, as stated above, this may lead to ethical implications where certain consumers think it is unethical for companies to adopt this strategy and lead to weakening the relationship between brand awareness and brand image. This leads to our second hypothesis:

H2: Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened.

Model:

The objective of the research is to study the effect of Surrogate Advertising done by Kingfisher on the relationships between Brand Attitude, Brand Image and Brand Awareness of Kingfisher. The above model has been proposed for the same. The independent variable (IV) is Brand Awareness, which will be used to gauge its effect on the dependent variables (DV) Brand Image and Brand Attitude.The moderating variable is surrogate advertising.

Brand Attitude:

Brand attitudes are defined as consumers' overall evaluations of a brand (Wilkie, 1986). Brand attitudes are important because they often form the basis for consumer behaviour (e.g., brand choice). A widely accepted approach to capture brand attitude is based on a multi-attribute formulation in which brand attitudes are a function of the associated attributes and be本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。