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When fiction becomes fact : effect of reverse product placement on consumer attitudes

Patwardhan, Hemant; Patwardhan, Padmini - In: Journal of promotion management : JPM 22 (2016) 3, pp. 349-369

Persistent link: https://www.econbiz.de/10011532975

Tell me a story! : antecedents to purchase of handloom products in India

Trivedi, Payal Mohitkumar; Vasavada-Oza, Falguni; … - In: Global business review 24 (2023) 4, pp. 704-720

Persistent link: https://www.econbiz.de/10014366042

Customer segmentation and factors affecting willingness to order private label brands : an e-grocery shopper's perspective

Jagani, Khyati; Vasavada-Oza, Falguni; Chauhan, Himani - In: Improving marketing strategies for private label products, (pp. 227-253). 2020

Persistent link: https://www.econbiz.de/10012125567

Brand romance: a complementary approach to explain emotional attachment toward brands

Patwardhan, Hemant; Balasubramanian, Siva K. - In: Journal of Product & Brand Management 20 (2011) 4, pp. 297-308

Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary...

Persistent link: https://www.econbiz.de/10014896235

Brand romance : a comlementary approach to explain emotional attachment toward brands

Patwardhan, Hemant; Balasubramanian, Siva Kumar - In: The journal of product & brand management 20 (2011) 4, pp. 297-308

Persistent link: https://www.econbiz.de/10009314009

Reflections on emotional attachment to brands : brand romance and brand love

Patwardhan, Hemant; Balasubramanian, Siva Kumar - In: Journal of customer behaviour 12 (2013) 1, pp. 73-79

Persistent link: https://www.econbiz.de/10009758537

Modeling attitude constructs in movie product placement

Balasubramanian, Siva Kumar; Patwardhan, Hemant; … - In: The journal of product & brand management 23 (2014) 7, pp. 516-531

Persistent link: https://www.econbiz.de/10010467560