Garg, Ruchi; Mukherjee, Jaydeep; Biswas, Soumendu; … - In: Asia-Pacific Journal of Business Administration 7 (2015) 3, pp. 174-196
Purpose – The purpose of this paper is to explore the factors that drive consumer love toward a brand and the opportunities a consumer’s love create for a brand in India. Design/methodology/approach – A total of 23 in-depth interviews were conducted with consumers. The interview...