Devoted to you my love: brand devotion amongst young consumers in emerging Indian market
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 3 March 2016
Abstract
Purpose
Research investigating brand devotion among young consumers is scarce particularly in emerging Asian market context. The objective of this study was to qualitatively explore the evolutionary process leading to brand devotion amongst the young Indian consumers.
Design/methodology/approach
Semi-structured depth interviews were conducted to collect data. Data was analyzed using grounded theory method.
Findings
The grounded theory framework developed shows single brand devotion in a product category as the key phenomenon along with the associated factors and evolutionary processes.
Originality/value
This study explores how single brand devotion is distinct from romantic brand love, as experienced by consumers. Value of this article also lies in developing a grounded theory framework for single brand devotion in emerging Asian market context.
Citation
Sarkar, A. and Sarkar, J.G. (2016), "Devoted to you my love: brand devotion amongst young consumers in emerging Indian market", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2. https://doi.org/10.1108/APJML-06-2015-0095
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited