...Debajani Sahoo; Aditya Shankar Mishra; Hima Bindhu Vannem Reddy Purpose This study aims to explore the motivators of mothers’ experience on their engagement behavior in the case of baby care toiletries. Additionally, the role of Brand trust and commitment have also been evaluated. Design...

... three variables, namely, brand trust, attachment and commitment. Design/methodology/approach This study adopts a cross-sectional descriptive research design. It included a mix of symbolic and utilitarian brands, namely, Pepsi and Sprite (soft drinks), Levi’s and Peter England (clothing), Pantene...

...Mukesh Kumar Mishra; Ankit Kesharwani; Dolly Das Purpose The purpose of this paper is to explore the relationship among risk aversion, brand trust, brand affect, attitudinal loyalty and behavioral loyalty for low involvement day-to-day use of personal care products. Design/methodology/approach...