Analysis of the impact of tv advertising on creating a brand image for a bath soap brand
This research was conducted with three objectives. First was to describe consumer's perception toward LUX's bath soap's Brand image. Second was to describe consumer's perception toward LUX's bath soap's TV's advertising performance. Third was to measure whether or not the brand positioning that producer's had given through television has been acknowledged accurately.rnIf the brand positioning of the producer's expectation through television did not align with the consumer's perception then the method using multiple regression analysis will be carried out to determine which variables that needs to enhance in order to get the acknowledgement of the brand positioning given by the producers.rnA total of 88 consumers from four liquid Bath soap products were taken as a sample. rnThroughout the research, there have been some interesting findings. The result of analysis shows that LUX's brand image variables that reject the null hypothesis are popularity, prestigious, and trustworthy. One variable that are align with the producers' expectation which is stylish/modern and there's one variable that are beyond the producers' expectation which is variety variables. Based on these findings, most of LUX' users are seeing this product as a very variants product in the market.
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