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Browse Articles by "Marketing"
Title: Brand Relationships and Switching Behaviour for Highly Used Products in Young Consumers
Authors: Arvind Sahay - -, Nivedita Sharma
Issue/Year: Jan-2010
Section: Research
Abstract: The purpose of this study is to: (a) establish that brand relationships postulated in the literature exist along all dimensions for young consumers in the emerging market context; (b) investigate the influence of peer influence, family influence, and brand relationships on switching intentions amongst young consumers; and (c) examine the impact of price changes on switching intentions in the context of brand relationships. The results indicate that young consumers do form relationships with brand(s) on all the six dimensions of consumer brand relationship that have been postulated in the literature. The results suggest that love and passion dimension of brand relationship is stronger amongst teenagers as compared to young adults; that family has a relatively stronger influence than peers, and that consumers do compare price irrespective of how strong the brand relationship is.
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