Brand personality, which is defined as ‘personality attributes associated with the brands', forms the core of a brand's symbolic attributes. As the functional benefits offered by all brands in a product category are similar, symbolic benefits play a significant role in achieving differential...

This paper is based on the study of various factors which influence the habitual buying behavior of consumers while buying branded clothes. Habitual behavior represents the repeat purchases made by the customers, based on habits or routines that are developed in order to simplify the...

Private label brands have made tremendous inroads over the past two decades. Although the success of private labels has been limited to certain product categories and segments of consumers, retailers continue to expand the domain of private label offerings. Private label brands, also known as...

Impulse buying has been defined as a spontaneous, immediate purchase without pre-shopping intentions either to buy a specific product category or to fulfill a specific buying task. Apparel industry is one of the primary segments of our Indian economy and one of the largest sources of foreign...