Title: The role of government campaign commercials in shaping government brand equity

Authors: Shubhanshu Naik; Mallika Srivastava; Poornima Tapas

Addresses: Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Lavale, Mulshi Taluka, Pune, Maharashtra, India ' Symbiosis Institute of Business Management, 95/1, 95/2, Electronics City Phase 1, Hosur Road, Electronics City Phase 1, Electronic City, Bengaluru, Karnataka 560100, India ' Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Lavale, Mulshi Taluka, Pune, Maharashtra, India

Abstract: The government, for the upliftment of the standard of living of citizens, simultaneously runs various campaigns. These campaigns exhibit the conducts of the government and also act as 'goodwill' ambassador! Government extensively advertises such campaigns to disseminate information and create awareness. The present study is an attempt to explore the impact of government campaign commercials on government's brand equity in India. This study not only reveals the perception of the public to the government but also establishes the relevance of campaign advertisements by government. The foundation of the present study is based on extensive review of existing literature by authors. Findings of this study can further be used by professional agencies involved in designing effective campaign commercials for the government. The study provides a new dimension to understand the relevance of 'campaign commercials' for forming brand image of the Government in India. In this space, it is one of the initial attempts.

Keywords: campaign commercials; government brand awareness; government brand associations; GBAS; government brand loyalty; GBL; government brand equity; GBE; political branding; political brand equity; brand image.

DOI: 10.1504/IJPSPM.2019.101080

International Journal of Public Sector Performance Management, 2019 Vol.5 No.3/4, pp.500 - 515

Received: 23 Feb 2018
Accepted: 23 Jan 2019
Published online: 23 Jul 2019 *

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