India is one of the emerging markets that pose a unique set of challenges to marketers. The importance of the context and the usefulness of concepts in the Indian context is the core proposition of the book. The diversity of a mix of factors such as cultural aspects, lifestyles, demographics and unbranded offerings make consumer behaviour a fascinating study. This book focuses on the behavioural principles of marketing and its application to branding in the Indian context.

1. Linkages between concepts and the Indian marketing reality
2. Importance of consumer behaviour towards brand success
3. Consumer decision-making and branding strategies
4. The concept of perception and its impact on marketing strategies
5. Learning principles and their usefulness to branding associations
6. The role of motivation and personality dimensions in brand associations
7. Attitudes and their impact on branding strategies
8. Diffusion of innovation: The acceptance of new products and brands
9. Concept of reference groups and their implication
10. Dimensions of culture and branding
11. Retailing and consumer behaviour linkages to branding
12. The e-mode of brand positioning: The need for an online positioning interface
13. Concepts of customer satisfaction, loyalty and relationship management

14. Factors affecting brand loyalty
15. Cultural values and branding
16. Linkages between brand personality and brand loyalty
17. Cultural dimensions and MNC brands
18. Research dimensions on point of purchase
19. Expansion advertising as a precursor to brand loyalty in India

20. Fiery thrills or windy rides: Positioning a new brand of motorcycle in the Indian context
21. Call of the mass markets: The Indian cell phone industry
22. Exploring experiential marketing in emerging markets