Model between viral branding factors and trustworthiness /

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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.

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 June 23, 2024, https://archives.christuniversity.in/items/show/2733.

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