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Purpose Brand resonance will significantly improve the profits of the services industry in the twenty-first century. The purpose of this paper is to find the resonance score for modified customer-based brand equity (CBBE) model in mutual fund financial services and improve the conceptualization of customer-based mutual fund services’ brand equity through brand resonance. Design/methodology/approach The path values of SEM model was used to estimate the relative weights of criteria and sub-criteria in analytic hierarchy process (AHP) model and it was empirically tested with a sample of 240 mutual fund investors. Findings The brand resonance using AHP has been quantified. The resonance quantification of each brand has been demonstrated using two renowned Indian mutual fund services brands State Bank of India and Hong Kong and Shanghai Banking Corporation. Research limitations/implications The interdependency of the factors which influence the resonance score is not explored. Practical implications Research findings provide useful guidelines for fund managers/analysts of mutual fund services companies while improving the brand equity and strong brand’s resonance with investors. Originality/value The paper examines quantification of resonance for modified CBBE model in mutual fund services using data from a sample of investors in India with two mutual fund brands. The AHP structure model helps firms effectively quantify the resonance score.
Ande et al. (Fri,) studied this question.