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
Giri, Pratibha.
Publisher
Intellectual Property India
Date
2021
Language
English
Type
Patent
Collection
Citation
Giri, Pratibha., “Model between mind share branding factors and trustworthiness /,” CHRIST (Deemed To Be University) Institutional Repository, accessed December 22, 2024, https://archives.christuniversity.in/items/show/2575.