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Research papers

Lasting liaisons

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study.This paper addresses some of the misconceptions/gaps the authors have experienced and encountered in the practitioner world with a...

Catalogue: Brandmatters 2006
Authors: Sangeeta Gupta, Santosh Desai
February 8, 2006
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Citation

Gupta and Desai (2006a, February 08). Lasting liaisons. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/lasting-liaisons


Research papers

Understanding consumption as a culture

This paper describes the work carried out in explaining how the Indian consumer reacts to the very idea of consumption. The paper argues that culture is an important determinant of consumer behaviour across categories. A specific model of behaviour...

Catalogue: Asia Pacific 2000: Redefining Business In Asia Pacific
Author: Santosh Desai
November 1, 2000
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Citation

Desai, S. (2000a, November 01). Understanding consumption as a culture. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/understanding-consumption-as-a-culture