Digital banking is at the helm of all intangible transactions for the new age consumers in this world of touchless banking. So here in this chapter the authors tried to reconcile the new innovative content that will make this service to a notch higher. In goods industry, the product is considered as primary brand with various attributes. However, in case of services industry, the company itself is a primary brand. This research article is based upon primary research of services (banking) sector as a case of service branding with services extended marketing mix variables. A model has been developed to identify the impact of services extended marketing variables on customer-based brand equity. Two components of customer-based brand have been taken into consideration: brand awareness and brand association. For this purpose, structured questionnaire was prepared, and survey was conducted on 400 respondents and structural equation model has been applied.
Summary
The main aim of this paper is to address the problem of redundant broadcast packets using the extension of rough set concept. In general, a rough set is a mathematical tool for dealing with issues of uncertainty. In MANET, mobile nodes are moving from one place to another place in a simulation environment; hence, it creates uncertainty issues. Due to the fast mobility of mobile nodes, network metrics such as bandwidth and hop count vary. The findings were useful in identifying and improving the network's performance. The proposed NRS‐based route selection approach has been compared with conventional techniques such as rough set, covering rough set (CRS). The reduced control packets are obtained using pruning concept based on selection of one‐hop and two‐hop nodes. Eventually, the proposed approach proved that it attains a higher throughput (85%), reducing the route request packets (3406) and delay of data transmission (0.02274 s). Also, two well‐known ad hoc routing protocols were used such as Dynamic Source Routing (DSR) and Ad Hoc On‐Demand Distance Vector (AODV) protocols.
i-Branding is one of the fastest-growing aspects of internet marketing. Internet marketing is still an experimental area that continues to grow, evolve, and adapt. The use of the internet as a branding tool is an important area of study since the literature on internet branding is currently in the formative stage. This study investigated the relationship of various factors with respect to customer satisfaction of youths towards purchasing through the internet. The sample size is comprised of 520 respondents from various regions of Punjab. For this purpose, CFA has been applied to analyze the customer satisfaction of internet marketing among youngsters. Finally, this chapter would help academicians as well as industry experts to analyze the potential of i-branding in the future.
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