Modeling brand resonance score (BRS) – an application in financial services
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DOI: 10.1108/jm2-10-2016-0088
Abstract: Purpose The experts in industry and academicians value brand resonance is the prerequisite factor in the firms of financial services. In this regard, the purpose of this paper is to model the brand resonance score… read more here.
Keywords: brs; brand resonance; brand; fund ... See more keywords
Analysis of Brand Resonance Measures to Access, Dimensionality, Reliability and Validity
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DOI: 10.1177/0972150919846964
Abstract: Abstract The aim of the present study is to analyze brand resonance measures to assess reliability, dimensionality and validity using existing models of brand resonance. This study is based on a mixed approach of research… read more here.
Keywords: analysis; study; brand resonance; brand ... See more keywords
Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis
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DOI: 10.3390/su13126833
Abstract: This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship… read more here.
Keywords: relationship; brand; relationship marketing; brand resonance ... See more keywords