D. M. Arvind Mallik, & Aithal P. S. (2024). Uplifting Brand Equity to Unprecedented levels by Introducing Purpose as the New 8th ā€™Pā€™ in the Marketing Mix. International Journal of Case Studies in Business, IT and Education (IJCSBE), 8(2), 271ā€“295. https://doi.org/10.47992/IJCSBE.2581.6942.0360