Today, the fast-growing mobile phone industry necessitates marketers to develop strong customer-brand relationships in order to maintain a loyal customer base and prevent them from switching to other competitive brands in the market. In such a context; the concept of ‘Brand Romance’ is...

The present article aims to advance a comparative analysis among three countries - India, Romania and the United States - placing mobile devices, internet infrastructure and m-commerce at the core of the investigation. The scope of the study simultaneously covers the landscape and dynamics of...