A STUDY ON THE INFLUENCE OF ADVERTISEMENTS ON CONSUMER BRAND PREFERENCES

AUTHOR – SHAKTHITHARAN. D, STUDENT AT SAVEETHA SCHOOL OF LAW, SAVEETHA UNIVERSITY

BEST CITATION – SHAKTHITHARAN. D, A STUDY ON THE INFLUENCE OF ADVERTISEMENTS ON CONSUMER BRAND PREFERENCES, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (11) OF 2025, PG. 457-465, APIS – 3920 – 0001 & ISSN – 2583-2344

Abstract:

Advertising plays a crucial role in shaping consumer brand preferences, yet the mechanisms through which advertisements influence consumer behavior are multifaceted and complex. This study aims to investigate the impact of advertisements on consumer brand preferences through a comprehensive review of literature and empirical analysis. The literature review examines theoretical frameworks, empirical studies, and regulatory initiatives related to advertising and consumer behavior, providing insights into factors influencing the effectiveness of advertising, such as message content, emotional appeals, and media channels. Additionally, the review explores government initiatives aimed at regulating advertising practices and protecting consumers from misleading or harmful advertisements. Empirical analysis involves surveying a diverse sample of consumers to assess the influence of advertising on brand awareness, attitudes, and purchase intentions. Results indicate a significant correlation between advertising exposure and consumer brand preferences, highlighting the importance of strategic advertising efforts in building brand equity and driving consumer purchase decisions. The findings of this study have important implications for marketers, policymakers, and researchers, informing the development of more effective advertising strategies, regulatory policies, and future research directions in the field of advertising and consumer behavior.

Key words: Advertising, Consumer behavior, Brand preferences, Brand awareness