An Analytical Study for the Factors Underlying Customers Brand Love Leading to Their Purchase Intention for Hypermarket Brands Using Multivariate Techniques

Abstract

Customer brand love is an evolving concept under the domain of customer-brand relationship. Previous research studies analysed the concept of brand love in several prominent sectors like luxury brands fashion brands online shopping brands hotel service brands etc. However there is a scope to understand the insights related to customer brand love in the context of hypermarket brands in India. In the view of the growth of hypermarket brands in India it is relevant to analyse the dimensions of customer-brand love towards hypermarket brands. The purpose of the present research work is to exhibit noteworthy information about customer-brand love based on its antecedents moderators and consequence for hypermarket brands through empirical approaches.