- Introduction
Consumer-brand relationships are one of the most important area of concern for businesses as consumers have gained a much more powerful and influential position in the current business environment. The various organizations are striving hard to strengthen and enhance the consumer-brand relationships by connecting emotionally with consumers and increasing sales through consumer loyalty. The present paper aims to analyze the role of culture in forming consumer –brand relationships.
Adam Smith, the Father of Economics also known as the first free-market capitalist, wrote at the closing of the 18th century that consumption is the singular end and function ...
