Model between viral branding factors and trustworthiness /

Title

Model between viral branding factors and trustworthiness /

Creator

Dawar, Gaurav.

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.

Source

https://drive.google.com/file/d/1wSkh_EQl0ki7YdREE6N7UU41c2RnCG0M/view

Date

2022-05-22

Publisher

Intellectual Property India

Subject

Academic Model Building ( Management )

Language

English

Type

Patent