How to develop emotional attachment amongst patients towards hospitals? A qualitative investigation in the context of emerging Indian market Available to Purchase

Dr Abhigyan Sarkar is Assistant Professor (Marketing) at Institute of Management Technology, Ghaziabad, India. He completed his PhD in branding at the ICFAI University, Dehradun, in 2012. At present, he is working as Assistant Professor in Marketing at the Institute of Management Technology, Ghaziabad, India. His research interests include consumer–brand relationships, brand love and brand sacralization. Articles authored by him have appeared in reputed international journals, including the Journal of Brand Management, the Journal of Product and Brand Management, the Journal of Customer Behaviour, the Marketing Review, the Journal of Financial Services Marketing, Qualitative Market Research: An International Journal, the Journal of Travel & Tourism Marketing and Young Consumers. He has served as an ad hoc reviewer for journals like Qualitative Market Research: An International Journal, the Management Research Review, the Journal of Consumer Marketing, the International Journal of Emerging Markets, the Journal of Asia Business Studies and the Journal of Customer Behaviour.

Juhi Gahlot Sarkar is Research Scholar at IBS Hyderabad, Hyderabad, India. She is a Research Scholar pursuing PhD in marketing at IBS Hyderabad (a constituent school of IFHE University) in India. She completed her MBA at IBS Hyderabad in 2011. She has had three years of work experience with reputed companies, including Infosys Technologies Limited and HDFC Standard Life Insurance Company. Her research interests include consumer–brand relationships, brand sacralization and hospitality management. Articles authored by her have appeared in international journals of repute, including Young Consumers.

Dr K.S. Venu Gopal Rao is Professor at the Marketing Department, IBS Hyderabad, Hyderabad, India. He works as Professor in the Marketing Department at IBS Hyderabad, India. He completed his PhD at Kakatiya University, India, in 2008. His area of research interest is marketing strategy. Articles authored by him have appeared in international journals of repute, such as the Marketing Review and Management & Marketing.