Advertising Effectiveness in Building Brand Preference: A Study of Soft-Drink Consumers in Nepal

Binay Kumar Thakur, Balgopal Singh — Wed, 11 Dec 2024 00:00:00 +0000

Objective: This study investigates the impact of advertising strategies on brand preference among soft-drink consumers in Nepal, with a particular focus on the effectiveness of various media channels and advertising appeals. Methods: A quantitative research design was employed, collecting data from 200 respondents through structured questionnaires. The independent variables included types of advertisements (emotional vs. rational appeals), media channels (traditional vs. digital), and consumer demographics (age, gender, income, education). Brand recall served as a mediating variable, while brand preference was the dependent variable. Results: The findings reveal that digital media, especially social media and online advertisements, significantly influence brand preference, particularly among younger consumers. Emotional advertising appeals were found to be more effective than rational appeals in shaping brand preference, with higher engagement observed among female respondents and those from higher-income groups. Additionally, brand recall was identified as a crucial mediator in the relationship between advertising exposure and brand preference, indicating that consumers displayed stronger preferences for brands they could recall after being exposed to advertisements. Conclusions: The study underscores the importance of consistent and frequent exposure to emotionally appealing advertisements in fostering long-term brand loyalty. These insights are valuable for marketers in Nepal's soft-drink industry, suggesting a greater emphasis on digital platforms and emotional appeals to enhance consumer engagement and loyalty. Future research should explore these dynamics across other beverage categories and assess the long-term effects of advertising on brand loyalty.

Journal of Advanced Research in Operational and Marketing Management

Advertising Effectiveness in Building Brand Preference: A Study of Soft-Drink Consumers in Nepal