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Authors
Affiliations
1 Jaypee Institute of Information Technology, Noida, IN
Source
Management Dynamics, Vol 12, No 2 (2012), Pagination: 81-91
Abstract
Interacting with your customers in today's business world has become a must. Leading companies seek to build a strong base of loyal, profitable customers who are advocates for their products and services. The key to success is to fully understand the customers' needs and emotional expectations. The present study focuses on increasing brand resonance by improving brand salience. This is an empirical investigation on improving the consumer-brand relationship spectrum by focusing on strengthening the brand functions that make the brand more customer-centric. The present study draws its ischolar_mains from the same milieu of using the digital space to engage the consumers and making them associate with the brand.
Keywords
Brand Resonance, Brand Salience, Emotional Connection and Digital Space.
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