Model between mind share branding factors and trustworthiness /
Title
Model between mind share branding factors and trustworthiness /
Subject
Academic Model Building ( Management )
Description
Patent Number: 202111055024, Applicant: Dr.Vikas Singla.
The importance of Mindshare branding (MB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure MB formally. Dimensions measuring MB were derived from literature and then examined on different brands in order to achieve a reliable and valid scale.
The importance of Mindshare branding (MB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure MB formally. Dimensions measuring MB were derived from literature and then examined on different brands in order to achieve a reliable and valid scale.
Creator
Joshi, Mahesh Chandra.
Publisher
Intellectual Property India
Date
2021
Language
English
Type
Patent
Collection
Citation
Joshi, Mahesh Chandra., “Model between mind share branding factors and trustworthiness /,” CHRIST (Deemed To Be University) Institutional Repository, accessed July 27, 2024, https://archives.christuniversity.in/items/show/2573.