Authors : M. Suresh and K. Jawhar Rani
Abstract: Customers today seek experiences with which they can associate themselves emotionally with their brand. Emotions are the key makers in linking consumers with brands. The studies focus on emotional association with brands and examine the effect of customer’s emotional association with a brand on satisfaction. A total of 150 women respondents in chennai have participated in the survey. It was found out that emotions are the key makers in linking consumers with their brands. Most of the customers have positive emotions with a brand; the more customers will associate him/her with a brand.
M. Suresh and K. Jawhar Rani, 2017. Emotional Association with Women Jean’s Brands: Chennai. Asian Journal of Information Technology, 16: 569-575.