Ande, Raja Ambedkar; Gunasekaran, Angappa; Murugesan, … - In: Benchmarking: An International Journal 24 (2017) 6, pp. 1490-1507
Purpose Brand resonance will significantly improve the profits of the services industry in the twenty-first century. The purpose of this paper is to find the resonance score for modified customer-based brand equity (CBBE) model in mutual fund financial services and improve the conceptualization...