A study on the customers’ perception of different children’s health drinks

Gupta, Ranjan Kumar; Khan, Debdip; Ghosh, Papita

doi:10.5958/2249-877x.2020.00063.6

Cited by 4 publications

(3 citation statements)

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“…Consumers must recall the tagline from a marketing perspective and associate it with the brands. Recalling a tagline and not associating with the brand is a profound weakness in the tagline (Gupta et al, 2020). Marketers create ambiguity in the tagline and advertisements by pausing the tagline words.…”

Section: Discussionmentioning

confidence: 99%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

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It has become difficult for firms to attract and retain customers in the prevailing competitive era. Therefore, they spend considerable resources on advertising mediums, including billboard advertising, apart from other strategies. Given its importance, we have developed a new model that examines the effect of attitudes, perception, brand motives on consumer attention. The study has also examined the effect of tagline ambiguity on consumers' attention and the moderating role of brand image. The study has collected the data from the e leading private business institutes of Karachi, as they are more familiar with the terminologies used in the study. The selected target would reduce variances in the self-administered questionnaire. The study found that consumer attitude is a significant antecedent of consumer attention. And consumers' attitudes, perceptions, and brand motives significantly affect tagline ambiguity. The study has several implications for marketers and practitioners. Deliberate ambiguity significantly affects consumer attention. It promotes cognitive thinking, brand recall, and brand recognition. This allows firms the flexibility of changing value proposition. Many firms have successfully used ambiguity in their taglines. For example, Volkwagen'slogan "Somewhere between tuxedo and birthday suit." This slogan does not communicate anything definite about the products but forces the consumers to form an association. The study has focused on the private business students in Karachi. We recommend others extend this model to other cities and countries. We did not use control variables in this study, which future researchers can incorporate in their studies.

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Section: Discussionmentioning

confidence: 99%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Hasan

Naeem

Ahmed

et al. 2022

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“…Consumers perception determines the decision they make about a brand or an advertisement, which is contingent on long held experience with the brand over time through interaction, awareness, recall and positioning (Jun & Lee, 2007;Thapa, 2021). While, Gupta et al (2020) suggested that awareness is the most noticeable pointer is recall, which is ability of the consumers to remember the tagline or brand associated with the tagline (Wang, 2010) Advertisements strategically creates or encodes a pause in between tagline and target words. This approach creates ambiguity or discrepancy on the perceived words of tagline that invokes a cognitive processing of the wordings towards decoding what this pause or insufficiency on the target words.…”

Section: Perception Towards Taglinementioning

confidence: 99%

“…Marketers and companies has used colour to influence perception and purchase behaviour of consumers. Accordingly, Gupta et al (2020) study discovered that Horlicks has the most popular tagline, which is "Taller Stronger Sharper," while Amul has the second most popular tagline, which is "The Taste of India." The tagline of Boost is also popular.…”

Section: Perception Towards Taglinementioning

confidence: 99%

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Nwankwo-Ojionu

Adzharuddin

Waheed

et al. 2021

ONLINE J COMMUN MEDIA TECHNOL

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Using strategic ambiguity tagline paradigm, we demonstrated that the strategic ambiguity tagline influences consumer attention on billboard advertisement evaluation. Despite the exceptional influence of strategic ambiguity tagline on billboard advertisement evaluation, the concept of strategic ambiguity tagline as discursive resources remains poorly conceptualised by previous studies. An experimental study was conducted to investigate the underlying mechanisms and circumstances that influence the impact of strategic ambiguity tagline on consumers attention. Findings revealed that strategic ambiguity tagline has a significant influence on consumers attention. However, we further observed strong effects of attitude towards tagline ads, perception towards tagline ads and brand motives using tagline ads on consumer attention when exposed to the ads, which signify effectiveness of strategic ambiguity tagline on consumer's attention. The theoretical and managerial implication are discussed.

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Micronutrient-Fortified Drinks: Commercial Products and Compelling opportunities

Tauman

Gomanie

et al. 2022

2022 IEEE Global Humanitarian Technology Conference (GHTC)

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A study on the customers’ perception of different children’s health drinks

Cited by 4 publications

References 0 publications

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Impact of Strategic Ambiguity Tagline on Billboard Advertising on Consumers Attention

Micronutrient-Fortified Drinks: Commercial Products and Compelling opportunities

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