The consumers of today are impulse and cautious buyers at the same time. This study basically comprehends the concept of non-linearity towards the consumer purchase behavior for either high or low involvement of products. The research was interesting to note the consumption patterns of different...

Brand Symbols are important for any brand in helping consumers to remember one’s brand at the point of purchase. In advertising different ways are used to grab attention in consumers’ mind and majorly it’s through brand recall and recognition. This research captivates the Brand Symbol...

Recall and Recognition, two important aspects when one talks about advertising and consumers awareness towards the brands. This study has mainly been focused on the brand symbols and its importance in the mind of the consumers. Does a brand symbol really play a role of differentiating a brand...