Browsing Conference Proceedings by Author "Anand, Sandip"
Now showing items 1-1 of 1
-
Analysis of consumer feedback on brands in social media space: A market-wise comparison
Kumar, Atul; Anand, Sandip; Kumar, Ibha (Indian Institute of Management, Ahmedabad, 2013)Consumer voice on social media is becoming vital for organizations. Kotler (2011) classifies the benefits consumers derive from a brand as functional (physical benefits, M1), emotional (psychological benefits, M2), and ...