of fashion business in Vietnam market with different social brand engagement, perceived brand equity, as well as the …This study aims to determine how social brand engagement via social media platforms will have an impact on brand equity … and purchase intention towards brands in the field of fashion in the Vietnamese market. The study was carried out a …

brand managers can enhance brand value through insights on sustainable fashion consumption drivers, while sustainable brands …This paper aims to develop a conceptual framework that elucidates the factors that impact sustainable luxury brand … marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry …

research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its … outcomes such as brand image and consumer loyalty. This study also provides valuable academic insights and guides fast fashion … users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark …

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

modeling to analyze the given data. The findings show that there is a significant relationship among brand-perceived quality …, green brand image, (GBI) and brand value, but not with the green brand-perceived value (GBPV). In addition, the results of … the study show that brand credibility has a significant relationship with the GBPV and GBI, but not with the GBPV and GBI …

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms … gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand … loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand …

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand … loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and … provides a research gap. This research investigates the impact of sport-related branded entertainment on brand love using a …

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for … consumers. However, the relationships between these online communities and brand trust are less explored in the literature … online brand community has a direct significant effect on consumer's brand trust, and indirect significant via the mediating …

The purpose of the study is to develop a brand loyalty model with perspectives from rational and emotional aspects. The … research investigates the relevant antecedents of the brand loyalty model with the respondents from various industries in the … between the constructs in the model. Moreover, it confirms that rational brand quality influences brand loyalty stronger than …

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …