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 study. Our objective with this paper is to address some of the misconceptions/gaps we have experienced and encountered in the practitioner world with a few thoughts on new ways of managing and looking at this bond. Our quest has been focused on two key aspects – one, the very essence of what relationships mean, and two, the impact of culture on the way people form these...

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