Authors: Umesh Ramchandra Raut; Prafulla Arjun Pawar; Pedro Quelhas Brito; Gyanendra Singh Sisodia; Aqila Rafiuddin; Alka Rathore
Addresses: Department of Management Sciences, Savitribai Phule Pune University, Sub Centre Nashik, Nashik, 422009, India ' Department of Management Sciences (PUMBA), Savitribai Phule Pune University, Pune, 411007, Maharashtra, India ' Faculty of Economics, University of Porto, Porto-4200-464, Portugal ' College of Business Administration, Ajman University, UAE ' College of Business Administration, University of Science and Technology of Fujairah, Fujairah – 002202, UAE; Tecnologico de Monterrey, Mexico ' Gedu College of Business Studies, Royal University of Bhutan, Gedu, 21007, Bhutan, Bhutan; Mahatma Jyotiba Phule Rohilkhand University, Bareilly, Uttar Pradesh, 243006, India
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.
Keywords: brand; brand resonance; brand loyalty; brand attachment; brand community; brand engagement; structural equation modelling; mediation analysis; mobile users; global market.
International Journal of Trade and Global Markets, 2023 Vol.17 No.2, pp.185 - 200
Received: 20 Jul 2020
Accepted: 18 Apr 2021
Published online: 04 May 2023 *