Model Development of Brand Resonance Score (BRS)
Brand Resonance is the key attribute in success of services organization and will significantly improve the brand equity. The purpose of this study is to measure the brand resonance of two renowned Indian mutual fund brands for modified Customer Based Brand... Viac o knihe
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O knihe
Brand Resonance is the key attribute in success of services organization and will significantly improve the brand equity. The purpose of this study is to measure the brand resonance of two renowned Indian mutual fund brands for modified Customer Based Brand Equity (CBBE) model using Structural Equation Modeling (SEM), Analytic Hierarchy Process (AHP) and Analytic Network Process (ANP) techniques.Quantification of the Keller's Brand resonance model is not addressed in literature and the novelty of this research lies in developing a generic model. This will give value to the companies while comparing with competitors and set strategies according to the resonance. Research findings provide useful strategies for fund managers/analysts of mutual fund service companies while improving the brand equity and building high/strong brand resonance in investors mind.
- Vydavateľstvo: LAP LAMBERT Academic Publishing
- Formát: Paperback
- Jazyk:
- ISBN: 9786139841271
Anglický jazyk 
