Leveraging the Enterprise Brand Resonance Values

ISBN-13: 9783838320861 / Angielski / Miękka / 2010 / 180 str.

Baba Gnanakumar; Dr K Sundararaman;Dr K Sundararaman

Opis

The research aims to identify the effectiveness of leveraging the brand equity strategies based on interactive effects of three factors: degree of complementarities between the brand building through cause related marketing, green marketing, web blogs and social group endorsements, cognizant of branding effects on value stages of the market multipliers and judicious marketing program investment that result in a number of different customer related outcomes. The key dimensions of brand resonance about consumer loyalty, attachment and engagement with the brand are interpreted from the brand-related marketing activities. The research was conducted among the customers of the high brand equity firms to portray the significance of societal marketing deeds over the enterprise brand resonance. The EBR came from consistently fulfilling a social promise and creating a great customer experience through the marketing mix programmes that ensure credibility to the firm. The research aggressively pursues the marketing manager to create social values to leverage their business values by stick on to societal marketing deeds.

O autorze

P. Baba Gnanakumar, M.Com., M.Phil: Gold medalist. Presented 35 research papers. Organized 12 major surveys: Head, Department of Commerce, Sri Krishna Arts and Science College, Coimbatore, India.