The relationship between consumers and brands has gathered considerable attention in marketing and consumer behavior. Brand resonance is the extent to which a consumer develops strong behavioral, psychological, and social bonds with the brands he/she consumes. This paper investigates the...

Brand engagement is relatively a new concept in marketing. The objective of this research study is to unearth the relationship between brand engagement and customer-based brand equity drivers; brand personality, brand experience, and brand affect. The data was collected from 426 automobile...

The jewellery market in India is anticipated to nurture at a Compound Annual Growth Rate (CAGR) of 15.95 per cent over the period 2014-2019, according to the findings of “Research and Markets”. In India, gold jewellery is a hoard of value, a representation of wealth and position and an...

With global mobile phone usage at an all-time high, people are traveling and making travel plans on their wireless devices while on the go. This research looks at how travel websites present their offerings on smartphones. It considers the promotion and, more specifically, the branding of the...

The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company's brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to the...

Branding plays an important role in enhancing any commercial performance and is a closed tool that can positively change people's buying behavior. In the current marketing scenario, it has become necessary to examine consumer behavior. Consumers are market owners. A commercial organization...

To evaluate how occurring critical incidents change customer perceptions of brand personality, this study measures the impact on the basis of an online experiment. For this purpose, 1,132 usable responses are gathered considering the smartphone brands of Apple and Nokia as well as different...

In recent years there has been a growing stream of literature in marketing and economics that models consumers as Bayesian learners. Such learning behavior is often embedded within a discrete choice framework which is then calibrated on scanner panel data. At the same time it is now accepted...

This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand...