*Phd Research Scholar, Bharathiar School of Management and Entrepreneurial Development (BSMED), Baharthiar University, Coimbatore-641046, Tamil Nadu State, India
**Professor, Bharathiar School of Management and Entrepreneurial Development (BSMED), Baharthiar University, Coimbatore-641046, Tamil Nadu State, India
Online published on 20 February, 2017.
The purpose of this paper is to examine the effect of explicit memory of consumers and understand their brand awareness. It attempts to find out whether the favourite advertisement and favourite brand differ due to demographic variables. The effect of the advertisements on the recall and awareness is measured using a sample of 376 consumers in Central Kerala. Bhima is the favourite advertisement by 23% of the viewers and it is a favourite brand for 30% of the respondents. Kalyan is the favourite advertisement (32%) of consumers but it is a favourite brand for 22% of the consumers. There is no significant relationship between favourite advertisement and demographic variables. The relationship between religion and the favourite brand is statistically significant.
Brand awareness, demographic variables, favourite advertisement, favourite brand, jewellery brands, television
