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Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study (Record no. 130695)
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| fixed length control field | 02175nam a2200193 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 241219b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Shikha Karamchandani |
| 245 ## - TITLE STATEMENT | |
| Title | Linkages Between Advertising Value Perception, Context Awareness Value, Brand Attitude and Purchase Intention of Hygiene Products During COVID-19: A Two Wave Study |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | P.607-620 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. biblio.abstract | The novel coronavirus, COVID-19 has affected the advertising industry in India. This study tries to gauge the purchase intention towards hygiene products during the ongoing pandemic with reference to smartphone advertising. The purpose of the study is to explore the features of smartphone advertisements like advertising value perception, context awareness value and brand attitude, pertaining to COVID-19 hygiene-related advertisement narratives. To serve the purpose, two-wave shortitudinal study was conducted at time T1, that is, lockdown period and T2, that is, unlock period in India with the help of non-probability snowball sampling. The total numbers of respondents at T1 were 311, while for T2 the total 160 respondents were contacted through online mode. At T1, the relationship between perceived advertising value and purchase intention was not established, which depicts the pandemic effect. At T2, the relationship between context awareness value, brand attitude and purchase intention was established. Further, at T1, the brand attitude did not show a mediating effect on purchase intention, but at T2, it was found to have a mediation effect on purchase intention. The study has important implications as ongoing pandemic has altered the way of living. This also has significantly impacted the advertising industry especially the hygiene products. |
| 654 ## - SUBJECT ADDED ENTRY--FACETED TOPICAL TERMS | |
| Subject | <a href="Advertising Value">Advertising Value</a> |
| -- | <a href="Context Awareness Value">Context Awareness Value</a> |
| -- | <a href="Brand Attitude">Brand Attitude</a> |
| -- | <a href="Purchase Intention">Purchase Intention</a> |
| -- | <a href="COVID-19 Pandemic">COVID-19 Pandemic</a> |
| -- | <a href="Smartphone Advertising">Smartphone Advertising</a> |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Anushree Karani, |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 80316 |
| Host Itemnumber | 110833 |
| Place, publisher, and date of publication | New Delhi Sage Publications |
| Title | Vision: The Journal of Business Perspectives |
| International Standard Serial Number | 0972-2629 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Journal Article |
| 773 0# - HOST ITEM ENTRY | |
| -- | JP433 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
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| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
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| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Location (home branch) | Sublocation or collection (holding branch) | Date acquired | Koha issues (times borrowed) | Piece designation (barcode) | Koha date last seen | Price effective from | Koha item type |
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| Dewey Decimal Classification | SNDT Juhu | SNDT Juhu | 19/12/2024 | JP433.5 | 19/12/2024 | 19/12/2024 | Journal Article |