1. IIMB-

Exploring consumer–brand relationships (the Indian context)

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Issue DateTitleSub-TitleAuthor(s)Journal NameVolume NumberIssue NumberPages
128-Jan-2013Exploring consumer–brand relationships (the Indian context)-Kumar, S Ramesh ; Lyndem, Preeti Krishnan ; Krishnamurthy, Anup 

Description

Abstract
"The ideas used in this study build on the basic model developed by Park and Lee (2005), which analyses consumer-brand relationships. This model comprises of relationships between brand personality-self image congruence (Sirgy 1982, 1997), brand relationship quality (Fournier 1994, 1998), satisfaction (Oliver 1980) and behavioral loyalty intentions (Zeithmal et al. 1996). We add to this model by including the constructs of self-completion and service quality, as well as by testing the model for two markedly different consumer age-groups. So far self-completion theory (Wicklund and Gollwitzer 1982) has largely been used in the contexts of status projection (e.g. Carr and Vignoles 2011) and materialism (e.g. Richins and Dawson 1992). Our study will contribute to the self-completion literature by illustrating its important role in consumer-brand relationships as well."
 
Keyword(s)
Marketing management
Consumer-brand relationships

Primary Data

Project title
Exploring consumer–brand relationships (the Indian context)
Project Coordinator
Organization
 
Status
Completed
Expected Completion
28-01-2013
 
Co-Investigator(s)