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Group 5

Anirudh Krish

Arjun Murthy

Deepak Sasi

Robin Bansa

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Individuals

level of

concentration

and

engrossment

in the brand

Customers

level of brand

related

inspiration and

pride

Customers

level of energy

exerted in

interacting

with a focal

brand

C

p

a

b

a

b

c

i

V

r

s

s

m

m

a

t

Overall evaluation of an

offering to date

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Applicable to customers direct brand interactions, which occur during first-hand, physical

brand

A curvilinear, rather than linear, relationship may be observed between customer brand

customer loyalty for particular consumer segment(s)

Experience a level of

brand-related inertia

Prevail in utilitarian

product categories

Dont exhibit aparticular propensity

to customer draining

Tend to act as expected by leaving the

organisation

Relatively limited probability of brand-related

fatigue

Highly engaged customers

Tend to defect from the organisat

More likely to continue their custo

(i.e. brand switching)