Rajendran, Ratchana. 2022. “Artificial Intelligence (AI) Branding in Educational Services Sector - Examining the Determinants of Brand Equity Amongst Gen Z”. M. S. Ramaiah Management Review <span style="font-Size: 16px;"> ISSN (Print) - 0975-7988</span≫ 12 (02). https://doi.org/10.52184/msrmr.v12i02.106.