Group 5

Anirudh Krishnan 13P00

6
Arjun Murthy 13P01
2
Deepak Sasikumar 13P01
9
Robin Bansal 13P03
5
Tejas Shah 13P04
6
Vikas Guleria 13P05
6
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
Consumer-
perceived security
and reliability in
brand interactions
and the belief that
brand acts in
consumers best
interests
Valuing an on-going
relationship with a
specific other party
so as to warrant
maximum efforts at
maintaining it, that is,
a desire to maintain
the relationship
Overall evaluation of an
offering to date
Applicable to customers direct brand interactions, which occur during first-hand, physical contact with the
brand
A curvilinear, rather than linear, relationship may be observed between customer brand engagement and
customer loyalty for particular consumer segment(s)
Experience a level of
brand-related inertia
Prevail in utilitarian
product categories
Dont exhibit a
particular 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 organisation nevertheless
More likely to continue their custom in the category
(i.e. brand switching)
Highly engaged,
relatively loyal
customers
More prone to
customer fatigue