Sustaining a good relationship between consumers and brands is beneficial for both sides. While companies can increase their profit potential, consumers get a quality product with high satisfaction levels. The two most essential factors in the consumer-brand relationship are brand love and brand loyalty. The paper investigates the relationship between brand love and brand loyalty of FMCG products among Indian consumers during regular times and during the Covid-19 lockdown period. Primary data was collected using a structured questionnaire, convenience sampling was applied, and the online mode was used to share and collect responses. The study found that brand love positively leads to brand loyalty, and there is no significant difference between brand loyalty during the regular and lockdown periods. Quality was the main factor that led consumers to purchase the same soap brand during the lockdown period. The findings will help marketers in the soap industry with strategy formulation and designing marketing mix for their brands.

motion is always seen to have an influential role in various aspects of consumer buying behavior. The emotional experience consumers have after consumption is of utmost importance because it can have an impact on post-purchase behavior like repeat purchase, word-of-mouth promotion, complaint behavior, etc. The investigation of the impact of emotions on the post-purchase evaluation process is crucial to decode the role of emotions in satisfaction experienced by customers and their influence on the post-purchase action. Consumption emotions are extremely powerful in regulating the behavior of consumers, and as such they are significant for the marketers. The emotional aspect becomes significant for products exhibiting complex buying behavior like automobiles. The study unveils the various consumption emotions that play a dominant role in the automobile sector, and their impact on the post-purchase satisfaction level and post-purchase action like word-of-mouth and complaint behavior.

Social networking has become an essential part of our day-to-day life; reaching a peak during the Covid-19 pandemic. Social media advertising and Social Networking Sites (SNS) provide information, reviews and feedback on branded products. The study investigates the impact of SNS on online purchase intention of branded products. It also investigates the mediatory role of brand attitude in online purchase intention of such products. A sample of 380 respondents from 18 metropolitan cities of India was taken, and 350 responses (92.1% response rate) were used for coding, analyzing and testing the hypothesis. SPSS 20 and AMOS 21 were used to analyze the collected data. The results showed that SNS affect the online purchase intention of branded products. Brand attitude has a partial mediating effect on online purchase intention. The study suggests that companies should keep vigilance on brand image, communication, feedback and reviews of their products on SNS. Negative communication or anti-branding of branded products on SNS affects the purchase intention of consumers negatively. It is very essential to strategically manage the negative communication and anti-branding.

Startup businesses play an important role in the global economy, but their importance has increased manifold recently. Numerous studies have shown that startups have a very high mortality rate, because of poor marketing, disorganized allocation of resources and insufficiency of strategic planning. The case study describes the success story of Ola Cabs. In the taxi market, there are various new options to book taxis online, keeping in mind the requirements of all the customers. The case explores Ola's success story which is largely attributable to its marketing and promotional strategies.