Raja Ambedkar, Ande; Murugesan, Punniyamoorthy; … - In: Journal of Modelling in Management 13 (2018) 1, pp. 119-136
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 (BRS) for modified customer-based brand equity (CBBE) model in mutual fund...