Researchers postulate that an individual consumer can fall in love with a brand. They also suggest that the nature of this brand love is conceptually analogous to interpersonal love. This article analyzes how the brand love concept can be derived from interpersonal love. Brand love is related to...

The objective of the article is to investigate the structure of individual’s emotional relationship with any brand, associated antecedents and consequences based on prior literature review. Prior literature states that an individual can love a brand and the dimensional structure of this...

The development of game theory is relatively new. It was developed in the 1940s by a Hungarian mathematician named John Von Neumann and later, further developed by John Nash in the 1950s. Game theory has been extensively used in the fields of Economics, Finance and Strategy. However, till date...

Colour and visuals are used extensively by the advertisers of different product categories to attract consumer attention and create favourable attitude. Based on this premise, the present study aimed to explore the effect of colour and relative product size on the consumer attitudes...

The impact of liberalization policies and opening up of the Indian market on the Indian economy was a debatable issue in India for a long time. Some of the political parties were staunchly against it as the opinion was that it could damage the economy of India and adversely affect the Indian...

The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when...