{"id":16547,"date":"2026-07-15T04:49:26","date_gmt":"2026-07-15T04:49:26","guid":{"rendered":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/?page_id=16547"},"modified":"2026-07-16T03:30:16","modified_gmt":"2026-07-16T03:30:16","slug":"paper-5-vol-4-no-2","status":"publish","type":"page","link":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/paper-5-vol-4-no-2\/","title":{"rendered":"Paper 5 Vol. 4 No. 2"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"16547\" class=\"elementor elementor-16547\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-310728e elementor-section-height-min-height elementor-section-items-bottom elementor-section-stretched elementor-section-boxed elementor-section-height-default\" data-id=\"310728e\" data-element_type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t\t<div class=\"elementor-background-overlay\"><\/div>\n\t\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5c8a4e1\" data-id=\"5c8a4e1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e2a8271 elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"e2a8271\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">International Journal of Arts Architecture & Design<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-59d92ef elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"59d92ef\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-custom\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f2b611c\" data-id=\"f2b611c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-864e1c5 elementor-widget elementor-widget-thim-ekits-breadcrumb\" data-id=\"864e1c5\" data-element_type=\"widget\" data-widget_type=\"thim-ekits-breadcrumb.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\r\n\t\t\t<div class=\"thim-ekit-breadcrumb\">\r\n\r\n\t\t\t\tHome\r\n\t\t\t<\/div>\r\n\r\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a71066f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a71066f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-94b33f6\" data-id=\"94b33f6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d13567c elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"d13567c\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">Branding and Advertainment: Examining the Role of Entertainment Media in Marketing Communication<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8029dac elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8029dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-da39f20\" data-id=\"da39f20\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8c21552 elementor-widget elementor-widget-text-editor\" data-id=\"8c21552\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.12.1 - 02-04-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>July 2026, Vol. 4, No. 2, Issue\u00a0<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8194564 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8194564\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-60efb26\" data-id=\"60efb26\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-08a5480 elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"08a5480\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">Author(s)<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-bace508 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"bace508\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-944be6c\" data-id=\"944be6c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4a3ae0c elementor-widget elementor-widget-text-editor\" data-id=\"4a3ae0c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Dr. Sugandha Gumber<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ccf28cd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ccf28cd\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-fafc2ae\" data-id=\"fafc2ae\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6a04b2b elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"6a04b2b\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">Abstract<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-33d0d02 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"33d0d02\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-85346dd\" data-id=\"85346dd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a16d9c2 elementor-widget elementor-widget-text-editor\" data-id=\"a16d9c2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The purpose of this paper is to present a theoretical basis for advertainment, including its multiple perspectives and its efficacy as a tool for marketing communication. Furthermore, it evaluates how effective advertainment is in stimulating brand recall and recognition. A study using self-administered questionnaires was conducted to accomplish the goal. The responses obtained from consumers were gathered using the non-probability convenience sampling method. The study reveals that the majority of consumers believe advertainment leave a lasting impression on their minds compared to traditional advertisements. According to findings, advertainment has emerged as a technique that influences the audience\u2019s intention to buy a product by making it more credible and appealing to them. Additionally, it enhances brand recall value and makes it easier for a brand to establish itself in the market. Consumers develop a favorable mindset as a result, and their purchasing decisions are influenced.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4270687 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4270687\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b1e54bc\" data-id=\"b1e54bc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e9f28a3 elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"e9f28a3\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">DOI :<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-9a900f9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"9a900f9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-16c2205\" data-id=\"16c2205\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-068acf1 elementor-widget elementor-widget-text-editor\" data-id=\"068acf1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><a href=\"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/paper-5-vol-4-no-2\/\">doi.org\/10.62030\/2026Julypaper5<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8036ed8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8036ed8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f1a7e4\" data-id=\"0f1a7e4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-03310d1 elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"03310d1\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">Pages : <span class=\"thim-color\">77-85<\/span><\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a352e0e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a352e0e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2bc404f\" data-id=\"2bc404f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bf89906 elementor-widget elementor-widget-text-editor\" data-id=\"bf89906\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-15022\" src=\"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-content\/uploads\/2023\/08\/pdf-1.jpg\" alt=\"\" width=\"40\" height=\"40\" \/> <a href=\"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-content\/uploads\/2026\/07\/5.-NEW-Dr-Sugandha-Gumber-V3.docx.pdf\">Download Full Article<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-52c85e4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"52c85e4\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-596237e\" data-id=\"596237e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-23b0365 elementor-widget thim-ekits-heading elementor-widget-thim-heading\" data-id=\"23b0365\" data-element_type=\"widget\" data-widget_type=\"thim-heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"sc_heading \"><h3 class=\"title\">Citation<\/h3><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-eb70947 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"eb70947\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8cf952e\" data-id=\"8cf952e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-75d52c2 elementor-widget elementor-widget-text-editor\" data-id=\"75d52c2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Gumber, S. (2026). Branding and advertainment: Examining the role of entertainment media in marketing communication. <em>International Journal of Arts, Architecture &amp; Design, 4<\/em>(2), 77\u201385. <a href=\"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/paper-5-vol-4-no-2\/\">https:\/\/doi.org\/10.62030\/2026Julypaper5<\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>International Journal of Arts Architecture &#038; Design Home Branding and Advertainment: Examining the Role of Entertainment Media in Marketing Communication July 2026, Vol. 4, No. 2, Issue\u00a0 Author(s) Dr. Sugandha Gumber Abstract The purpose of this paper is to present &hellip; <\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"footnotes":""},"class_list":["post-16547","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/pages\/16547","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/comments?post=16547"}],"version-history":[{"count":7,"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/pages\/16547\/revisions"}],"predecessor-version":[{"id":16593,"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/pages\/16547\/revisions\/16593"}],"wp:attachment":[{"href":"https:\/\/worlduniversityofdesign.ac.in\/JAARD\/wp-json\/wp\/v2\/media?parent=16547"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}