My student has taken up a Dissertation Project on Impact of brand awareness on buying decisions of women’s clothing in poor country markets like Nepal and India. Could you please suggest her good models or framework and good research papers for this study? Kindly help her.
Though I dont know the detailed knowledge about the women`s clothing marketing, but maybe the papers named'Attachment–aversion (AA) model of customer–brand relationships' and 'brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers' can give a little help for her work, two of the best papers about the brand attachment I had readed.
Thanks Mr. Gautam. Mr. Sang, could you please provide me with those two 'best' papers (online resources) you've read? Thanks a lot.
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