implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this …

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 …

The present study aimed at exploring the extent to which users model their behavior—as well as their brand attitudes … distinction can help marketers and social media experts discover the most likely perspectives of brand management. The statistical … communications, brand attitude, brand relationship quality, and Instagram usage influence the manifestation of eWOM in the Instagram …

brand attachment, however, the influx of widespread digitization has changed the way consumers behave and the way the brands … relationship between the dimensions of luxury value (functional, individual, and social) and consumer luxury brand-related behavior … research results advocate the significant moderating influence of digital marketing on luxury value and consumer luxury brand …

component of service quality and sincerity dimension of brand personality on WOM via customer satisfaction. Using the partial … results highlighted some interesting findings. Results revealed that brand sincerity directly impacts the WOM of the women … brand sincerity and responsiveness in generating satisfaction and positive WOM. This study provides insights for the …