Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned...

Consumer behavior is changing due to many factors. In this study an attempt is made to understand the factors which influenced consumers to change the way they buy fruits and vegetables. This study is focused on the consumer behavior during purchase of fruits and vegetables at different branded...

This paper introduces Image Theory to the consumer choice literature. Image theory is a non-normative theory of organizational and individual decision-making. Image theory contends that decisions are made in a two-stage process based on congruence with schematic structures called images. There...

The behavioral implications of large discounts have been viewed from two opposing perspectives. From an attribution perspective, a large discount signals low quality and decreases the overall appeal of the product, but from a motivational account, a large discount seems attractive and increases...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...

This study, to begin with, throws some light on Indian retail scenario, concept of visual merchandising and impulse buying and then attempts to explore the relationship between the factors of visual merchandising and consumers' demographics so as to analyze the impact of visual merchandising on...

This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...