D. M. ARVIND MALLIK; AITHAL P. S. Uplifting Brand Equity to Unprecedented levels by Introducing Purpose as the New 8th ’P’ in the Marketing Mix. International Journal of Case Studies in Business, IT and Education (IJCSBE), [S. l.], v. 8, n. 2, p. 271–295, 2024. DOI: 10.47992/IJCSBE.2581.6942.0360. Disponível em: https://supublication.com/index.php/ijcsbe/article/view/1210. Acesso em: 8 jul. 2024.