This awakening of consciousness on the part of todays consumers has given rise to the concept of consumer empowerment which states that the current consumer has become a stakeholder and influence in
Purpose The consumer-based study was conducted among the population of Kolkata metropolis to assess the impact of corporate social responsibility (CSR) practices on the purchase intention of selected
Fashion is considered an element of “cultural identity”. At the same time, it has always been a dynamic phenomenon in which different styles, designs and models converged, acting both as a source
Introduction: What is referred to as a trade name is something far more than a name. Some psychological research on ethics suggests that information about specific ethical characteristics of brands
The current research investigates the role of fear in the creation of emotional attachment to a brand. Previous research examining the influence of incidental negative emotions on brand evaluations
