International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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BUILDING BRAND EVANGELISM THROUGH BRAND LOVE AND BRAND COMMITMENT: INSIGHTS FROM INDIAN SUSTAINABLE COSMETICS
1 Author(s): DR NUPUR KASHYAP
Vol - 15, Issue- 12 , Page(s) : 71 - 81 (2024 ) DOI : https://doi.org/10.32804/CASIRJ
This paper examines the effect of brand love on brand evangelism among Indian consumers purchasing sustainable cosmetic products. It also investigates the mediating effect of brand commitment on the relationship between brand love and brand evangelism