Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Building a sustainable relationship between customers and marketers Subject The topic of the resource brand building; confirmatory factor analysis; CRM; customer relationship management; ethical marketing; promises delivery; sustainable relationship Description An account of the resource Finding new customers is costlier than retaining the existing customers for the business. Therefore, building a strong relationship with customers helps marketers to retain their existing customers. Incorporating ethical and moral values into marketing activities offer a way to build a strong relationship. This study identifies the factors that bind customers and marketers into a sustainable relationship in the Indian context. This study constitutes a framework to understand and apply sustainable relationship marketing in the personal care industry. This study touches certain marketing disciplines such as marketing mix policy, transparency in trades, building trust, product delivery, promises delivery, and sustainable relationship. The convenience sampling technique used for the selection of respondents from the Mohali City of Punjab, and interview them. The finding suggests that promises delivery is the most important factor for a sustainable relationship. If promises are delivered effectively then the life of the relationship will be longer. Copyright 2024 Inderscience Enterprises Ltd. Creator An entity primarily responsible for making the resource Kushwaha B.P.; Singh R.K.; Varghese N. Source A related resource from which the described resource is derived International Journal of Business and Globalisation, Vol-36, No. 45718, pp. 241-258. Publisher An entity responsible for making the resource available Inderscience Publishers Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1504/IJBG.2024.137390" target="_blank" rel="noreferrer noopener">https://doi.org/10.1504/IJBG.2024.137390</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188579988&amp;doi=10.1504%2FIJBG.2024.137390&amp;partnerID=40&amp;md5=5ae28a309bd1a26a925cfb00136c087c" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85188579988&amp;doi=10.1504%2fIJBG.2024.137390&amp;partnerID=40&amp;md5=5ae28a309bd1a26a925cfb00136c087c</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 17533627 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Kushwaha B.P., VIT Business School, Vellore Institute of Technology, Vellore, 632014, India; Singh R.K., School of Management, Graphic Era Hill University, Dehradun, 248002, India; Varghese N., School of Business and Management, CHRIST (Deemed to be University), Lavasa, Pune, 412112, India