Browsing Thesis and Dissertations by Author "Raj, Roopika"
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Impact of Perceived Bases of Power of Brand on Consumers’ Behaviour and Attitude in a Brand-Consumer Relationship Context
Raj, Roopika (2013)Research suggests that brands have human like qualities (Aaker, 1997; Aaker & Fournier, 1995; Levy, 1985; McGill, 2000) and consumers can form relationships with brands as they form social relationships with other human ...