Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person’s personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand...

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims...

The changing cultural paradigms in Latin America have influenced variety of leisure activities and significant implications for development of leisure services. Leisure spending behaviour prompts sequential relationship among customers intending to perform family celebrations in a different...