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The main objective of the current study is to unearth the influence of personality as an intrinsic ingredient on consumer behavior vis-à-vis impulsive buying behavior. Based on structural model and following the application EFA and CFA on 630 prospective consumers in the different parts of Jammu and Kashmir, findings have confirmed that “personality” as an intrinsic catalyst has significant bearing on both positive and negative indicators of an impulsive buy. Furthermore, a sub-structural model in the present study has significant bearing in consumer world as it has disintegrated select personality dimensions into positive and negative influencers of buying tendencies.

Brands are considered as of one of the strategic and valuable assets which drive business organizations in modern times. The increasing competition in the business environment, commoditization of products and rise of informed customers in contemporary times has compelled businesses to focus on hedonic attributes in their product offerings. The scope of experiential marketing goes beyond the traditional marketing as it adds hedonic character to the marketing activity. Brand experience is one such construct which is crucial for organizations and research has shown its influence on brand equity. Thus companies pay significant attention in generating pleasing brand experiences for their customers. For businesses to stay relevant in modern times, they need to pay attention to each aspect of the brand experience for a better brand value. Brand experience provides businesses with multiple opportunities using multiple customer-brand interaction for an enjoyable experience for their customers. This paper has critically analyzed both brand experience and brand equity in the existing literature. And at the same time, relationship between these two constructs is discussed which will provide important directions for future researchers in this domain. This research paper provides valuable insights for marketing managers on the importance of delivering pleasing brand experiences for their customers for a stronger brand equity.

Brand equity is one of the prime and strategic assets for most of the contemporary business organizations. Companies are focusing on novel and innovative ways in order to build brand equity. Brand experience is one such construct which can be used by marketing managers in building and managing brand equity. Only a few studies have explored the relationship between brand experience and brand equity, particularly in the online shopping industry. This study was carried out in the State of Jammu and Kashmir to examine the influence of brand experience on brand equity. A multi-stage sampling method was employed to target 460 respondents which finally resulted in 403 functional responses. Exploratory Factor analysis (EFA) was conducted for both brand experience and brand equity followed by confirmatory factor analysis (CFA) for scale validation. The measurement scale was further subject to reliability and validity tests. Finally, structural equation modelling (SEM) was used to test the hypotheses formulated for the study. The results revealed that four dimensions of brand experience (sensory, affective, behavioural and intellectual) have a positive influence on all four dimensions of brand equity (brand awareness, brand association, perceived quality, brand loyalty). The study findings have further reinforced the research domain in brand experience which implies that producing unique and pleasing brand experiences will lead to improved perception amongst online shopping consumers and thus, influence brand equity. In the light of growing importance of brand experience in marketing, this study is a significant contribution to existing literature. The findings from this research study will provide useful insights to both academicians and marketers. Future researchers can focus on extending this study to other industries and by including additional variables.

The main aim of this study is to examine the impact of subliminal messages in TV advertisements on consumer behaviour. Though there are number of ways through which impact of subliminal advertisements can be unearthed, in the current study, behavioural approach was adopted, which included discussion on case study (group discussion on subliminal ads) followed by response on a questionnaire. A sample of 390 respondents was chosen from Kashmir division through multi-stage random sampling framework, which, by and large, consisted of young students being a part of higher education in the state of Jammu and Kashmir. Data was collected through structured questionnaire which was reliability tested and validated as well. Apart from exploratory factor analysis and confirmatory factor, discriminant analysis was also utilized for reliability, validity and data analysis, respectively. On the whole, the observations have been found considerable and it has been observed that mostly subliminal exposure inveigles young consumers and seduces them into illicit relationships through the subconscious mechanism. Besides it, subliminal advertising has paramount significance in determining purchase intentions and compulsive buying tendencies of a young consumer. Consumers under study have shown significant differences in their compulsive buying propensity after having being exposed to subliminal advertising. The present study has greater importance for welfare advocates who can utilize present work and suggestions, in particular, to safeguard youth from the tactics of subliminal exposure.