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W3133640444 abstract "The purpose of the paper is to identify and categorise the factors that influence brand commitment of FMCG products using Total Interpretive Structural Modelling (TISM) approach. This paper analyzes the relationships between factors and helps establish a hierarchy between them using their dependence and driving power. Furthermore, this is the first attempt to understand these brand commitment factors using the TISM approach. The result indicates that brand awareness, brand involvement, product involvement and brand experience are the key or triggering factors of brand commitment of FMCG products. The results of this study are useful for exploring the factors that help FMCG brands achieve brand commitment in its products. This will expedite the FMCG brands to strategize their marketing activities accordingly to drive the consumers to get committed to their brand." @default.
W3133640444 created "2021-03-15" @default.
W3133640444 creator A5009503602 @default.
W3133640444 creator A5091020697 @default.
W3133640444 date "2021-02-01" @default.
W3133640444 modified "2023-09-24" @default.
W3133640444 title "WITHDRAWN: Modelling of factors influencing brand commitment of FMCG products: A TISM approach" @default.
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W3133640444 doi "https://doi.org/10.1016/j.matpr.2021.01.835" @default.
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