Consumer Behavior, Marketing, Brand & Branding

Social media has captured a major position in the life of individuals. They are rather getting easy in social media, they remain upgraded with respect to what is happing in those media, and thereby the recurrence of exposures of general individuals is additionally on the ascent (Jiang, 2009). Nowadays, business organizations are attempting to relate their advertising exercises to social media considering its expanding impact. On the other hand, as they have found that making a tie with shoppers has turned out to be much less demanding, their brand creation and exercises for customer connections are planned by concentrating on social media. Businesses’ achievement in extending operations and boosting deals relies on its viability in outlining its brand creation and client connections exercises in light of the fact that in today's focused world brand creation holds a key part to convey customers and to stay associated with them (Chris, et al, 2005). Elsewhere, a brand is thought to be more successful in some cases that it can be associated with its objective customers even closely and for a longer period of time. In this manner, great buyer-business relationship is the capacity of a brand to make customers consider it and to examine its qualities with other potential clients. Amazon being the biggest web based retailers in USA and one of the biggest of world correspondences gigantic number of present and potential buyers around the globe to offer different items to them (Veris et al, 2012). For this situation, Amazon needs to ceaselessly rely on the best possible use of various social media, for example, Facebook, twitter, Google+ that have great ubiquity and can interface expansive number of customers to advance its present and new arrived items alongside different offerings.

Consumers develop committed and meaningful relationships with brands, yet still sometimes buy or use options that compete directly with these ‘relationship partners’, an activity that might be understood as a form of cheating or infidelity. Using data from three studies, we assess whether so-called triadic brand relationships – those that implicate an interpersonal third party (i.e., some form of interpersonal bond) – safeguard against cheating. We find compared to dyadic brand relationships that implicate only the consumer and the brand, triadic brand relationships protect against emotional and behavioral cheating by virtue of reinforcing expectations of consumer’s exclusive behavior and monogamy within the relationship.

When we see a prescription given by a doctor to a patient we may observe that more than one different products are prescribed. That triggered the idea of creating an advertisement script with multiple brands. To test this idea the researcher decided to create an advertisement script in form of a skit featuring three different brands from the FMCG sector, essentially from Non-Competing companies. Now if at all such an advertisement script is co-created then should it be co-created with various brands of same manufacturer or from the different brands of different manufacturers? Which co-creation is more acceptable to the audience? this was the second point to be assessed. To test this concept the researcher created two different skits, one with different brands from the same manufacturer while the second one is the co-created advertisement script with different brands from the different manufacturers. These skits are shown to the audience (all of them were the management students) during an educational event on stage and are asked about their honest opinions about The third point to be tested was whether all the brands featured in the advertisement will compliment each other's sales/demand? The data so collected was analyzed using loglinear analysis method. During the analysis it was observed that an advertisement featuring more than one brands positioned for female audience and all from different manufacturers is accepted more by the audience and will be able to increase the demand from the female consumers for all those feminine brands which are featured into that advertisement. Key Words-Optimization design, co-advertising, audience optimization, Co-creation with multiple brands, multi-brand advertising, impressive appeal, two way loglinear design) Research Problem Now a days in the era of digital marketing, the advertising through television or other conventional mass media has taken a back seat. There is no optimization of the audience especially with mass