Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in...

The aim of this paper was to investigate the role of brand personality and consumer involvement in strengthening consumer loyalty towards brands. The study also identified the moderating role of gender in the relationship between brand personality and loyalty and consumer involvement and...

Luxury has been reluctant to Internet strategies due to its willingness to stay rare and exclusive. When it comes to social media, these brands rely even more on a concept of accessibility. However, luxury brands have more recently incorporated social media into their marketing strategies....

The importance of brand value of a firm is multifold. It increases customers and product market success, which in turn plays positively for the value maximization principle of a firm. Previous literature using advertisement expenses tried to connect the finance-marketing interface for arguing...

This research demonstrates that brand performance can be enhanced not only through brand personality congruence with customer personality, but also through brand personality fit, namely the moderating fit of customer value proposition to brand personality. Through a study covering 125 brands,...

This research analyzes the neural implications of choosing the retail brand instead of the industrial brand, by means of an experiment using functional magnetic resonance imaging (fMRI). We found that the preferred brand is not the only one that stimulates emotional affiliation; that the...

India is emerging as an attractive market for consumer durables. Around 35.0 of the total sales come from rural and semi urban markets and will grow by 40 to 45.0 in future. But, detailed information on the rural consumer continues to be elusive because of the dearth of mechanisms for capturing...

The McKinsey Global Institute, in its latest report, says that India's consumption share of GDP at 62% is closer to Japan & USA than to China. The Indian aggregate consumption will grow to Rs.70 trillion by 2025. While the numbers indicate the growth potential, a more relevant challenge for...

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...

For centuries, people worldwide have delighted themselves with the possession of products or services, which go beyond the realm of necessity and may be termed as luxury. The term “luxury” is often used in our daily lives to refer to products, services or a certain lifestyle, which go beyond...