Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

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Article excerpt

Brand management at times is perceived as a very vague discipline of social science. Since this discipline deals with brands which are generally considered to be intangible aspects of an object, this area of knowledge is itself perceived to be subjective and superfluous. But in reality, brand management comes across as a very objective and scientific thought-oriented domain which is trying to understand and measure the intangibility of brand and attempts to decipher its impact in enhancing the object identity.

Academicians try to understand the nuances of various brand management related decisions in the day-to-day corporate life. They try to synthesize these aspects into simple, easy-to-understand concepts and theories and then enable its diffusion back into the corporate world for further usage and enhancement. This cycle goes on and new theories and concepts are developed and the old ones modified or purged. Our journal is one such medium between the academicians and the corporate world which acts as an enabler of knowledge dispersal in this whole process.

In the first paper, "Effect of Humorous Advertising on Brand Recognition", the authors Bilal Mustafa Khan and Saima Khan, have attempted to identify the effect of humorous advertising on brand recognition by consumers. The authors have selected four brands- Fevicol, Cadbury Chocolate, Karrbon Mobiles and Coca-Cola-and for each brand, two television commercials have been chosen, ensuring that one is humorous and the other non-humorous. According to the authors, the results suggested that humor has a profound effect on building brand recognition. The authors conclude that humor makes the viewer feel good about the advertisement and these positive feelings create profound brand recognition. …

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