Devoted to you my love: brand devotion amongst young consumers in emerging Indian market

Abstract

Purpose Research investigating brand devotion among young consumers is scarce particularly in emerging Asian market context. The objective of this study was to qualitatively explore the evolutionary process leading to brand devotion amongst the young Indian consumers. Design/methodology/approach Semi-structured depth interviews were conducted to collect data. Data was analyzed using grounded theory method. Findings The grounded theory framework developed shows single brand devotion in a product category as the key phenomenon along with the associated factors and evolutionary processes. Originality/value This study explores how single brand devotion is distinct from romantic brand love, as experienced by consumers. Value of this article also lies in developing a grounded theory framework for single brand devotion in emerging Asian market context.