Devoted to you my love: brand devotion amongst young consumers in emerging Indian market

Abhigyan Sarkar ( Institute of Management Technology Ghaziabad New Delhi India )
Juhi Gahlot Sarkar ( IBS Hyderabad Hyderabad India )

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

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. (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

Download as .RIS

Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.