Title: Antecedents and outcomes of brand love in Indian context: a systematic literature review

Authors: P. Thalhath

Addresses: Department of Commerce, Central University of Tamil Nadu, Thiruvarur- 610005, India

Abstract: The long-lasting relationship with customers is the only way to continue the existence of brands in the market, as the world is changing rapidly. Researchers across the world try to recognise factors that would help to create and maintain customer relationship. Brand love has emerged as a recent marketing concept in the area of consumer-brand relationships, which has received great attention from researchers over the past years. The main aim of this paper is to systematically review the research that studied the antecedents and outcomes of brand love in the Indian context. Through this paper, we have analysed 19 articles in the study area, which have been selected systematically from various scientific journals. The research articles were analysed on the basis of methodology used, analysis approach, products or services under study and the major antecedents and outcomes of brand love that are considered.

Keywords: brand love; antecedents and outcomes; systematic literature review.

DOI: 10.1504/IJICBM.2022.126938

International Journal of Indian Culture and Business Management, 2022 Vol.27 No.3, pp.384 - 399

Received: 27 Jun 2021
Accepted: 29 Jun 2021
Published online: 14 Nov 2022 *

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