Garg, Ebha; Swami, Sanjeev; Malhotra, Sunita Kumari - In: Journal of Advances in Management Research 16 (2019) 1, pp. 4-22
Purpose: Literature suggests that branding effectiveness measures are present in for-profit sectors but lacks such comprehensive measures for the non-profit sector. Moreover, most of the branding effectiveness measures are either based on brand image approach or on brand identity approach. The...