Brand Management
Flagship, Flanker Brands and Indian Consumers’ Buying Decisions: A Study on the Impact of Brand Narratives of Hindustan Unilever Limited and Procter & Gamble

Article Details
Pub. Date : Mar, 2019
Product Name : The IUP Journal of Brand Management
Product Type : Article
Product Code : IJBRM21903
Author Name : Ankita Jain and Ritu Sharma
Availability : YES
Subject/Domain : Marketing Management
Download Format : PDF Format
No. of Pages : 20



The main objective of this paper is to identify the impact of brand narratives on consumer buying decisions towards flagship and flanker brands of Hindustan Unilever Limited (HUL) and Procter & Gamble (P&G) and to identify the impact of various parameters of advertising which affect purchasing decisions. The viewpoint of respondents on brand narratives of flagship and flanker brands has been discussed. The recorded data are analyzed with cross-tabulation, regression, independent sample t-test and ANOVA. The findings of the study indicate that brand narratives of flagship brands are more preferred by respondents in both fabric care and hair care categories of HUL and P&G. The regression technique has been used to identify the relationship among dependent and independent variables.


Storytelling is a powerful tool to present an idea and pack it with emotional power to make it memorable (McKee and Fryer, 2003). “Stories have power. They please, captivate, contact, educate, review, motivate, persuade and challenge. They help us understand. They engrave a photo on our minds. Want to make a point or raise an issue? Tell a story”—Litherland (1991).

“Human memory is story-based” is the primary principle of storytelling (Schank, 1999). Information is indexed, stored and retrieved as stories. A story is helpful in the light of the fact that it accompanies numerous indices (i.e., touch points) to the lives of audience/viewers or to others that cause implicit and/or explicit awareness and emotional association in the psyche of the audience (Woodside, 2010).


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