Purpose The purpose of this paper is to identify and analyse the typology of employee branding in an airline company using fuzzy c-means (FCM) clustering to improve the quality of employee brand (EB). Design/methodology/approach Data were collected from employees of Air India, Chennai division,...

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...