Browsing by Author "A, Arunika"

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    • Impact on consumer behaviour and brand strategies post FMCG product controversies. 

      Premkumar, Aashika; A, Arunika (Indian Institute of Management Ahmedabad, 2023-08-16)
      The project is aimed at understanding consumer behavior and brand loyalty changes post an FMCG brand controversy. Multiple brands have faced moments of severe crisis where a product of the brand faces itself being slapped ...

    • Value Co-Creation through Digital Brand Communities 

      Premkumar, Aashika; A, Arunika (Indian Institute of Management Ahmedabad, 2022)
      Rapid digitalization across the globe has given birth multiple channels for interaction between consumers and the brands / organizations who are willing to interact with them. The abundance of data that is now available ...