Main Article Content
Abstract
Consumer behaviour plays a very important role in today's market Scenario. Consumer behavior is directly affected by so many factors and the Brand image of any product is one of the most important factors. Advertising has been used by companies for so many years which has a strong impact on consumer behavior. Interactive advertising and marketing is actually a change from the more conventional approach to advertising, which is based on customers recalling and seeing a standard magazine ad or even listening about a product on the radio. The goal of this study is examining the effect of brand image and interactive advertisement on consumer purchasing behavior in Delhi NCR. Using Convenience sampling methodology, the questionnaire was used to gather information.