The growing popularity of spiritual brands: What drives purchase intent?

Published 2020 View Full Article

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Title
The growing popularity of spiritual brands: What drives purchase intent?
Authors
Keywords
Self-identity theory, Social identity theory, Consumer behaviour, Purchase intention, India, Quantitative research, Marketing, FMCG products, Religiosity, Pragmatism
Journal
International Business Review
Volume 30, Issue 4, Pages 101777
Publisher
Elsevier BV
Online
2020-12-18
DOI
10.1016/j.ibusrev.2020.101777

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