Prioritisation of factors influencing brand love of Indian young consumers using analytic hierarchy process
Year of publication: |
2020
|
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Authors: | Pande, Smriti ; Gupta, Kriti Priya |
Published in: |
International journal of Indian culture and business management : IJICBM. - Genève : Inderscience Enterprises, ISSN 1753-0814, ZDB-ID 2439496-8. - Vol. 21.2020, 3, p. 279-302
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Subject: | brand love | analytic hierarchy process | AHP | multiple-criteria decision making | MCDM | prioritisation | Indian youth | AHP-Verfahren | AHP approach | Multikriterielle Entscheidungsanalyse | Multi-criteria analysis | Indien | India | Konsumentenverhalten | Consumer behaviour | Jugendliche | Youth | Markenführung | Brand management | Markenimage | Brand image |
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