Roy, Dilip; Banerjee, Saikat - In: International Journal of Commerce and Management 17 (2008) 1/2, pp. 140-148
Purpose – The end‐state of marketing is the creation of a lasting bond between the consumers and the offered brand. In view of the growing competition in the market, a never‐ending brand war can be witnessed that attempts to destabilize the consumer‐brand bonding. To ensure a long‐run...