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Consumption Approach R&D Strategies in Brand Value in Fortune Companies
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Author(s): Dharani Haribabu (Easwari Engineering College, India), Marisha Ani Das (Easwari Engineering College, India), K. Santha Kumari (BS&H Narasaraopeta Engineering College, India), R. Senthamil Selvan (Annamacharya Institute of Technology and Sciences, India)and N. B. Mahesh Kumar (Hindusthan Institute of Technology, Tamil Nadu, India)
Copyright: 2025
Pages: 16
Source title:
Data Analytics and Influencer Marketing for Cultivating Brand Evangelism and Affinity
Source Author(s)/Editor(s): Rabby Fazla (Stanford Institute of Management and Technology, Australia), Rohit Bansal (Pacific College Sydney, Australia), Aziza Chakir (FSJES AC, Hassan II University, Casablanca, Morocco), Ajay Jain (Shri Cloth Market Kanya Vanijya Mahavidyalaya, Indore, India)and Seema Sahai (IILM Institute for Higher Education, New Delhi, India)
DOI: 10.4018/979-8-3693-7773-4.ch019
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Abstract
Consumption has also grown at the same pace as increases in technology in the global globe, which is experiencing fast technological development. It is possible for information to go to another side of the globe in an instant, and it is also possible for consumer items to be transported to the opposite end of the earth only a short while later. Within the context of the global environment, where quick consumption is attained, producers are likewise engaged in a fierce competitive situation. In the context of marketing, this circumstance has evolved into a strategy with the purpose of ensuring that customers ultimately become a society that consumes brands. In order to create novel technology-based items, businesses have been concentrating their efforts on research and development initiatives in order to adapt to this consumption style. In order to establish a connection between research and development as production of innovation & trademark as consuming data, the link between research and development spending and brand value will be investigated.
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