Lasting liaisons - does culture influence consumer commitment?

Santosh Desai and Sangeeta Gupta

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study.

Lasting liaisons – does culture influence consumer commitment?

Santosh DesaiMcCann-Erickson, India

Sangeeta GuptaACNielsen

INTRODUCTION

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and...

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