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

Authors: Shubhanshu Naik, Mallika Srivastava, Poornima Tapas
Journal: International Journal of Public Sector Performance Management
Publication date: 2019 July
Publisher: Inderscience
URL: click here


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.