Arora, Garima, Dr. Vandana Madaan, and Dr. Sultan Singh. 2025. “Exploring Masstige Service Brands: A Study of Brand Happiness and ‎Brand Advocacy Towards Over-The-Top (OTT) Platforms”. International Journal of Accounting and Economics Studies 12 (6): 402-13. https://doi.org/10.14419/vse4mj78.