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The level of significance is greater 95% for Eqn. 1 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand awareness and brand image. Hence our hypothesis (hypothesis 1) has been proved. Brand awareness and brand image are positively related.

In the case of Eqn. 1, the value of the standardized coefficient, Beta, has decreased post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 2) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Awareness and Brand Image would get weakened.

The level of significance is greater 95% for Eqn. 2 in both the cases (pre and post exposure to stimuli), with a positive standardized beta which means that there exists a positive relationship between brand image and brand attitude. Hence our hypothesis (hypothesis 3) has been proved. Brand image and brand attitude are positively related.

In the case of Eqn. 2, the value of the standardized coefficient, Beta, has increases post exposure to external stimuli, which means that the relationship between brand awareness and brand image actually weakened after the respondent is exposed to the external stimuli. Hence our hypothesis (hypothesis 4) has been proved. Post exposure to Surrogate Advertising, the relationship between Brand Image and Brand Awareness would get strengthened.

The reasons for a slightly lower alpha coefficient could be:

The scale proposed for measuring brand image comprised of General Brand Image and Product Brand Image scales. However as Product Brand Image Scale consisted of specific product attributes which cannot be gauged through surrogate advertisements we took only the General Brand Image items for measuring the brand image. This could be one of the reasons for lower value Cronbach's alpha coefficient for brand image.

Adaptation of the scales to Indian context.

Low control on extraneous variables.

Likely implications:

Our research could be of benefit to various liquor and tobacco companies in India to help in marketing and advertising and also to the various regulatory bodies.

Ethical Implications- Surrogate advertisements are a debatable topic especially considering the fact that direct advertisements of liquor and tobacco is banned in India. If it is established that these form of advertisements actually increase the brand image and thereby resulting in increased sales then the whole purpose of banning the direct advertisements is defeated.

Commercial Implications- However if the government still wishes to allow surrogate advertisements then even other companies can find this model useful.

Limitations:

The study is mostly conducted in Jamshedpur which is not a very big city. Beer consumption itself is 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。