Model between viral branding factors and trustworthiness /
Title
Model between viral branding factors and trustworthiness /
Subject
Academic Model Building ( Management )
Description
Patent Number: 202211039578, Applicant: Dr. Vikas Singla.
The importance of Viral branding (VB) 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 VB formally. Dimensions measuring VB were derived from literature and then examined on different brands in order to achieve a reliable and valid scale.
The importance of Viral branding (VB) 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 VB formally. Dimensions measuring VB were derived from literature and then examined on different brands in order to achieve a reliable and valid scale.
Creator
Dawar, Gaurav.
Publisher
Intellectual Property India
Date
2022
Language
English
Type
Patent
Collection
Citation
Dawar, Gaurav., “Model between viral branding factors and trustworthiness /,” CHRIST (Deemed To Be University) Institutional Repository, accessed July 27, 2024, https://archives.christuniversity.in/items/show/2733.