Brand resonance score for CBBE model: an application in financial services
Abstract
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.
Keywords
Acknowledgements
The authors are thankful to the anonymous referees for their constructive and valuable comments which will improve the original manuscript.
Citation
Ande, R.A., Gunasekaran, A., Murugesan, P. and Natarajan, T. (2017), "Brand resonance score for CBBE model: an application in financial services", Benchmarking: An International Journal, Vol. 24 No. 6, pp. 1490-1507. https://doi.org/10.1108/BIJ-07-2015-0073
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited