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Browsing by Author Sidharth Muralidharan

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  • Are we a product of our environment? Assessing culturally congruent Green advertising appeals, novelty, and environmental concern in India and the U.S.A.

    • Authors: Sidharth Muralidharan; Carrie La Ferle; Yongjun Sung (2017)

  • In response to rising consumption effects on the environment, green advertisers have employed different tactics to advertise their unique products. Limited research has explored the impact of culturally congruent appeals in green advertising. A total of 118 (N) adults participated online to assess the influence of these appeals in a cross-cultural context. Findings indicate that collectivistic appeals worked best among Indian consumers while individualistic appeals were more effective for Americans. Ad novelty and environmental concern were important covariates. Implications for advertisers are discussed.
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  • Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: an exploratory study

    • Authors: Sidharth Muralidharan; Fei Xue (2015)

  • India has a growing rural consumer base that has been largely ignored by advertisers. Today, Indian rural consumers, especially women, are increasingly literate, brand savvy, and possess rising disposable incomes. Considering the nation’s love for films and the availability of television broadcasting, celebrity endorsement has become one of the most popular strategies used by advertisers in India. However, its impact on rural consumers has yet to be tested. Using self-categorization as the theoretical framework, the current study examined the influence of endorser types (national celebrity, regional celebrity, and noncelebrity) on advertising attitudes and purchase intention of India...