LEVERAGING THE ENTERPRISE BRAND RESONANCE VALUES
Gnanakumar, Baba / K. Sundararaman
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 rel...