The role of consumer attitude and attachment in determining the effect of advertiser credibility on brand loyalty

Rituparna Basu is Professor and Area Chair of Marketing at International Management Institute Kolkata. She won the first prize in the Global ISB-Ivey Case Competition 2017 and thereafter has a dual win to her credit with 2 teaching cases in the 2018 edition of the global competition. She was also awarded the runners up prize for CEEMAN Emerald Case Writing Competition 2020. She received many awards including the prestigious AIMS Outstanding Woman Management Researcher Award 2017, AIMS-IRMA Outstanding Young Woman Management Teacher Award 2016 for her contribution to management teaching and research. She has written 30+ peer reviewed research papers for high impact international journals including Journal of Business Research, Journal of Consumer Affairs, Psychology and Marketing, Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, International Journal of Consumer Studies and many others. Several of her teaching cases are available in Harvard Business School Publishing and taught globally. She has been an adjunct faculty to IIT Kharagpur, IIM Sambalpur and an Erasmus + Grant awardee.

Neena Sondhi is Professor of Marketing and Dean of Research and Accreditations at International Management Institute New Delhi. An alumnus and a merit holder from the Faculty of Arts, University of Delhi, she has been trained in the case method of teaching and writing at the Harvard Business School, USA. With a diverse 25+ years of teaching, research and consultancy experience, she is recognized for her expertise in consumer behavior, consumer psychology and marketing research-qualitative and quantitative; as well as niche areas such as luxury brand management and marketing for start-ups. She is an avid researcher and has to her credit more than 30+ peer reviewed research papers in International and National journals of repute. Her co-authored book titled “Research Methodology: concepts and cases” has been widely adopted in prestigious business schools across the country and rated as one of the top 25 books in management education. She has published more than a dozen case studies with teaching notes with Ivey publishing and Thunderbird school of Business (available at the Harvard Business School Publishing). She was awarded the “Best teacher in marketing management” award in 2013 by the Dainik Bhaskar and Dewang Mehta Foundation. She has won the prestigious ISB-Ivey Global Case Competition in 2017 and 2018.