Dr. Caren Rodrigues presents at the JAMS 2018 Thought Leaders’ Conference
Dr. Caren Rodrigues presented a research paper co-authored with Dr. Anup Krishnamurthy (SJIM) and two faculty members from IIM Bangalore, at the JAMS 2018 Thought Leaders' Conference on "Managing Business and Innovation in Emerging Markets" hosted by ISB Hyderabad from 26th-28th April 2018.
The paper was titled, "The Impact of Self-Completion and Self-Brand Congruence on Brand Loyalty: Empirical Evidence from Adults and Teenagers in India” and examined the differences in the paths to loyalty between teenage and adult consumers across consumption contexts through a large scale study.
The Journal of the Academy of Marketing Science (JAMS) is the premier journal of the Academy of Marketing Science, USA. The purpose of this conference was to bring together researchers and practitioners to understand and discuss issues in marketing in emerging markets.