Brand Recall through Surrogate Advertisements: An effect on Consumer Brand Awareness

Abstract

Surrogate advertisement has captured the attention of people all around the world. Likewise, companies begin to view these strategies as useful tools for increasing customer awareness towards surrogate products. In addition, companies have been concentrating their efforts on surrogate advertising for creating brand awareness. The research aimed to measure the effect of surrogate advertisement on consumer brand awareness. A questionnaire was used to gather the information from 600 respondents in Punjab and Haryana and the results were analyzed using Chi- Square test.