Abstract
The purpose of the paper is to identify and categorise the factors that influence brand commitment of FMCG products using Total Interpretive Structural Modelling (TISM) approach. This paper analyzes the relationships between factors and helps establish a hierarchy between them using their dependence and driving power. Furthermore, this is the first attempt to understand these brand commitment factors using the TISM approach. The result indicates that brand awareness, brand involvement, product involvement and brand experience are the key or triggering factors of brand commitment of FMCG products. The results of this study are useful for exploring the factors that help FMCG brands achieve brand commitment in its products. This will expedite the FMCG brands to strategize their marketing activities accordingly to drive the consumers to get committed to their brand.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
