Patriotic Advertising and Millennials in India: An Empirical Investigation

Abstract

Patriotic advertising is the most popular tool and method used by managers to attract and lure the millennials to purchase goods and services during the events like Independence Day, Republic Day and other days of national importance. In this study, an attempt has been made to probe how patriotic advertising campaigns will act as stimuli and impact the purchasing behaviour of millennials in India. This paper also ascertains whether Indian millennials demonstrate a positive or negative attitude towards patriotic advertising and will the patriotic advertising campaigns launched by the brands' result in the increased purchasing intention of the consumers The structural equation modelling (SEM) was used in the study to find out the perception of millennials towards patriotic advertising and millennials, and the results have shown that patriotism was found to be positively significant to patriotic advertising and brand engagement as well as patriotic advertising and purchase intention supporting the hypothesis