India is a nucleus of FMCG brands. There are huge national and multinational brands catering to their products to millions of people and generating immense capital. The players in the market include HUL, ITC, Nestle, Godrej, P&G, etc. These are multimillion names that are altering the retail...

The relationship between consumers and brands has gathered considerable attention in marketing and consumer behavior. Brand resonance is the extent to which a consumer develops strong behavioral, psychological, and social bonds with the brands he/she consumes. This paper investigates the...