ANTECEDENTS AND CONSEQUENCES OF SURROGATE ADVERTISING - AN EMPIRICAL STUDY IN INDIA

The ban on advertising for liquor and cigarette is now likely to be extended to surrogate advertising that defeats the purpose. Another problem came into focus when brand extension strategy used in response to the ban on advertisements of one product category. Although many of the consumers know the negative effects of surrogate advertising for alcohol and tobacco products but this particular study aims to quantify the ill effects caused by it, will definitely increase their responsibility towards health. Major portion of respondents believe that surrogate advertising leaves a wrong impression on corporate reputation and corporate are losing their potential on ethical ground. The statutory warning could be more effective to increase consumer awareness if it quantifies how much it is responsible for health hazards. An amount of respondents thinks that it is a normal promotion of products and does not affect on their purchase and usage decision. The antecedents and consequences proposed by the study model designed based on the literature, appeared reasonably valid.