UGC Approved Journal no 63975

ISSN: 2349-5162 | ESTD Year : 2014
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Published in:

Volume 6 Issue 2
February-2019
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

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Published Paper ID:
JETIRY006034


Registration ID:
196379

Page Number

193-196

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Title

Brands as Moral compass– Issues and Perspectives

Authors

Abstract

Brands have upped their ante, as new breed of brands and advertisements are exhorting, educating and engaging the consumer though moral appeals and user imagery addressing various issues as part of brand or corporate social responsibility. Brands such as Aerial ,Surf Excel ,All out , Cadbury, IdeaCellular, Tata Tea, XXX detergent , have used moral appeals and thus educating and engaging customers towards various issues and underlining the importance of brand Samaritans . The research paper attempts to explore underlying dimensions of communication of select brands using moral appeals .There is a paradigm shift from what you are and what you buy, to what you do. Brands also being sensitive to the environment are espousing social responsibility by taking up various social issues and imparting moral lessons to the customers.Thenature of social issues raised and solution shown, linkages with usage and usage imagery and impact on Brand Personality as part of the communication have to be examined.

Key Words

Moral values, brands, moral appeals, social issues

Cite This Article

"Brands as Moral compass– Issues and Perspectives", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.193-196, February-2019, Available :http://www.jetir.org/papers/JETIRY006034.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Brands as Moral compass– Issues and Perspectives", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp193-196, February-2019, Available at : http://www.jetir.org/papers/JETIRY006034.pdf

Publication Details

Published Paper ID: JETIRY006034
Registration ID: 196379
Published In: Volume 6 | Issue 2 | Year February-2019
DOI (Digital Object Identifier):
Page No: 193-196
Country: -, -, - .
Area: Engineering
ISSN Number: 2349-5162


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