The present paper aims to find out the relation of brand engagement and materialism with consumer shopping behavior. Brand engagement considers the importance consumers give to brands (Sprott et al., 2009). The relation of materialism (intrinsic and extrinsic values) with brand engagement is...

The study provides an evidence of the relationship between buying traits, perceived risk and buying emotions. The study also indicates that the three emotional states of arousal and pleasure and dominance have significant relationship with impulsive buying behavior. Arousal which was active with...

The present paper focus on ITC notebook and try to understand consumer social responsibility for cause related brand and how their preference level changes with different firm donations, and how this activity leads to brand loyalty in long run. An experimental design with 693 participants was...