Title: Understanding brand pride in urban Indian consumers: implications for theory and practice

Authors: Subarna Nandy; Neena Sondhi

Addresses: International Management Institute, B-10 Qutub Institutional Area, New Delhi, India Fax: +91-11-26867539 ' International Management Institute, B-10 Qutub Institutional Area, New Delhi, India Fax: +91-11-26867539

Abstract: In an evolving young demography like India, consumers seek meaningful emotional connections with brands. This exploratory study adopts a qualitative methodology to comprehend a hitherto unexplored emotion of brand pride. Store observations and semi-structured interviews with experts and urban Indian consumers were conducted to arrive at a comprehensive definition of brand pride. The study also differentiates brand pride from brand love and proposes a 2X2 matrix with the intensity of the relationship on one axis and emotions on the other. These emotional expressions significantly impact both brand engagement and behaviour, through differences in brand loyalty, advocacy, evangelism, and oppositional brand loyalty.

Keywords: consumer-brand relationships; brand pride; qualitative methods; Indian consumers; branding theory.

DOI: 10.1504/IJICBM.2022.126144

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.2, pp.139 - 171

Received: 26 Apr 2021
Accepted: 21 Jun 2021
Published online: 13 Oct 2022 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article