Rajendran, R. (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). doi: 10.52184/msrmr.v12i02.106.