IDEAS home Printed from https://ideas.repec.org/a/ids/ijtrgm/v17y2023i2p185-200.html
   My bibliography  Save this article

Brand resonance: an empirical analysis of mobile users in global marketplace

Author

Listed:
  • Umesh Ramchandra Raut
  • Prafulla Arjun Pawar
  • Pedro Quelhas Brito
  • Gyanendra Singh Sisodia
  • Aqila Rafiuddin
  • Alka Rathore

Abstract

Marketers' leading with challenges in building a solid brand is to ensure that customers should have relevant experiences with the products and services along with their promotional marketing programs. The present study aims to analyse the gradual improvement of brand resonance parameters. The study additionally distinguishes the intervention act of brand indulgence and brand community in the brand resonance model. To accomplish the aims of this study, the information gathered from the respondents through an organised poll and data scrutiny was done with the assistance of SPSS - 21 and AMOS - 21. The structural equation modelling analysis ensured the gradual improvement of brand resonance parameters. The study also reveals that the intervention of the brand attachment and brand community plays a significant role in the improvement of brand resonance parameters. The finding of this study presents significant implications to the theory of branding.

Suggested Citation

  • Umesh Ramchandra Raut & Prafulla Arjun Pawar & Pedro Quelhas Brito & Gyanendra Singh Sisodia & Aqila Rafiuddin & Alka Rathore, 2023. "Brand resonance: an empirical analysis of mobile users in global marketplace," International Journal of Trade and Global Markets, Inderscience Enterprises Ltd, vol. 17(2), pages 185-200.
  • Handle: RePEc:ids:ijtrgm:v:17:y:2023:i:2:p:185-200
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=130758
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijtrgm:v:17:y:2023:i:2:p:185-200. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=130 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.