 Prioritisation of factors influencing brand love of Indian young consumers using analytic hierarchy processSmriti Pande and Kriti Priya Gupta International Journal of Indian Culture and Business Management, 2020, vol. 21, issue 3, 279-302 Abstract: The purpose of this paper is to prioritise the factors that are considered to be important when making the decision towards liking or loving a particular apparel brand, from the perspective of young consumers. The study models the problem of identifying various factors influencing brand love (BL) as a multiple-criteria decision making (MCDM) problem and applies analytic hierarchy process (AHP) as a tool to find the relative weights of the factors. Then these weights are used to evaluate three popular apparel brands amongst youngsters, namely 'ZARA', 'Hennes % Mauritz' (H%M) and 'Marks % Spencer' (M%S). The data pertaining to pairwise comparisons of various factors and sub-factors related to the study are collected from the students studying at various colleges in Delhi-National Capital Region (NCR) (India) using convenience sampling. The results indicate that brand experience is the most important factor for young consumers amongst all 12 factors considered in the study. Keywords: brand love; analytic hierarchy process; AHP; multiple-criteria decision making; MCDM; prioritisation; Indian youth. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijicbm:v:21:y:2020:i:3:p:279-302 Access Statistics for this article More articles in International Journal of Indian Culture and Business Management from Inderscience Enterprises Ltd |
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