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Moderating role of education and gender on the effects of celebrity endorsement on strength, uniqueness, and favourability in brand association: evidence from India

Saini, Aarti; Parayitam, Satyanarayana - In: Asia-Pacific journal of management research and innovation 16 (2020) 4, pp. 287-308

Persistent link: https://www.econbiz.de/10012586865

Unravelling the brand "Patanjali" : study of a flourishing Ayurvedic brand in India

Ahuja, Yukti; Shekhar, Shashi; Sharma, Jigyasa - In: International journal of business and globalisation : IJBG 24 (2020) 1, pp. 39-56

Persistent link: https://www.econbiz.de/10012168639

Ethical dimension of customer-based brand equity

Datta, Biplab; Mukherjee, Srabanti - In: International journal of business excellence 13 (2017) 1, pp. 91-111

Persistent link: https://www.econbiz.de/10011840426

Brand love - moving beyond loyalty : an empirical investigation of perceived brand love of Indian consumer

Kang, Amanpreet - In: Arab economic and business journal 10 (2015) 2, pp. 90-101

marketers are now attempting to create an emotional bond with the customers. This phenomenon is termed as brand love and it is … attempts to explore the perceived "brand love" of young Indians. A structured, non-disguised questionnaire was used, data was … comparative status of brands loved by the Indian consumers and will help marketers to understand their perceived brand image …

Persistent link: https://www.econbiz.de/10011821457

Driving brand value through CSR initiatives : an empirical study in Indian perspective

Singh, Anupam; Verma, Priyanka - In: Global business review 19 (2018) 1, pp. 85-98

Persistent link: https://www.econbiz.de/10011800200

Impact of brand mascot in advertising on brand image among Indian consumers

Shimpi, Siddharth Shriram - In: International journal of applied management science : IJAMS 13 (2021) 4, pp. 322-338

Persistent link: https://www.econbiz.de/10012798150

Evaluation of employee brand using typological analysis in Indian airline organisation

Thamaraiselvan, N.; Sridevi, P.; Arasu Balasubramaniam, … - In: International journal of business excellence 16 (2018) 4, pp. 478-496

Persistent link: https://www.econbiz.de/10011985902

A study of customer perception of youth towards branded fashion apparels in Chennai City

Kavitha, M.; Subramanian, S. - In: Economics & finance notes 12 (2023) 2, pp. 171-177

Persistent link: https://www.econbiz.de/10014442742

Impact of viral marketing on brand loyalty in the FMCG sector

Mukherjee, Soumya; Das, Mrinal Kanti; Sahi, Anu; Saha, Dipak - In: International journal of business competition and … 8 (2023) 4, pp. 240-261

Persistent link: https://www.econbiz.de/10015064271

Brand personality scale : how do Indian consumers interpret the personality dimensions?

Khandai, Sujata; Agrawal, Bhawna; Gulla, Anju - In: Asian Academy of Management journal : AAMJ 20 (2015) 1, pp. 26-47

Persistent link: https://www.econbiz.de/10011492968