Fierce competition in the urban markets and lucrative incomes in the rural markets have given birth to the idea of exploring the untapped rural markets in case of almost all brands. There is a vast difference in the sociocultural trends between the urban and rural markets. Thus it would be...

The organizational brand is the reputation or perception that its major stakeholders have about it. The major stakeholders in this case are investors, employees, consumers, community, government and regulatory authorities and the general public. Of all these stakeholders, this study aims to find...