Krishnan Jeesha
Amrita Vishwa Vidyapeetham
Customer retentionBroadcasting (networking)AdvertisingSignalAccountingSociologyBusinessBrand awarenessPsychologyMarketingBrand equityBrand communityLoyaltyBrand cultureSpeech recognitionConsumer AdvocacyMedia studiesSharing economyBrand managementCapital budgetingNegativity effectTelecommunicationsConceptualizationCreating shared valueSocial identity theory
6Publications
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Publications 6
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#1Keyoor Purani (Indian Institute of Management Kozhikode)H-Index: 9
#2Krishnan Jeesha (Amrita Vishwa Vidyapeetham)
Recent studies suggest that brand awareness and brand image do not directly influence future purchases and brand knowledge alone is not sufficient for building strong brands. Keller’s reflections, particularly pointing to a small group of highly engaged customers, call for a rethink on brand equity in the light of a fast-developing digital world. Research also indicate that in a sharing economy, there is a transformation of customer identity and identification with brand communities leads to pos...
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#1Keyoor Purani (Indian Institute of Management Kozhikode)H-Index: 9
In 2011, Samjad, deputy CEO of Maledia Broadcasting Limited (MBL)—a new venture of the media group Maledia, based in Cochin, India—prepared to make financial projections to justify the feasibility ...
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S. Umit Kucuk, Brand Hate: Navigating Consumer Negativity in the Digital World, 2016, Palgrave Macmillan, 141 pp., €57,19, ISBN: 978-3-319-41518-5 (Hardcover). ISBN: 978-3-319-41519-2 (eBook).
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#1Krishnan Jeesha (Indian Institute of Management Kozhikode)
#2Keyoor Purani (Indian Institute of Management Kozhikode)H-Index: 9
Keller (1993) presented a conceptual model of brand equity defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. Over the last two decades, it has impacted significantly on both theory and practice with regard to issues in building, measuring and managing brand equity. Conceptualized based on associative network memory model, this examines brand equity from the perspective of the individual consumer (Keller 1993). Two key trends have dramatical...
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