Purpose: The present research attempts to empirically examine the influence of consumer-brand engagement, its potent antecedents, and relationship quality towards creating and enhancing brand loyalty of automobile brands in Indian context. Design/methodology/approach: Primary data through...

Purpose: This paper aims to develop a parsimonious and robust formative index for evaluating and measuring the brand relationship quality of automobile brands. Design/methodology/approach: Survey questionnaires were used to collect empirical data from 395 car owners, out of which 362 samples...

The dynamic, omnipresent, and frequent on-the-go consumer-brand interactions via social media platforms are significantly changing the branding landscape. A profound comprehension of this change is crucial in assessing brand loyalty. Considering the enormous fame of social media and inherent...