Consumer Behaviour and Branding: Concepts, Readings and Cases - The Indian Context

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Factors Affecting Brand Loyalty: A Study in an Emerging Market on Fast Moving Consumer Goods^∗

S. Ramesh Kumar and Jai Yashwant Advani Indian Institute of Management Bangalore

Brand loyalty is a topic of interest both to academicians and practitioners of marketing. The concept of relationship marketing has its underpinnings in brand loyalty. In consumer products, typically fast moving consumer goods (FMCG), there are a host of complexities that affect brand loyalty. The very concept of loyalty seems to have become a dynamic one with the marketing literature presenting different aspects of the concept. This study examines the combined effects of brand benefits, brand symbolism, brand trust, genetic influence and price consciousness of consumers ...