The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social...

The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity, considering the rising relevance of new luxury...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

The purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand equity, and how those factors effect on customer satisfaction. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses...

The purpose of this research is to know the most effective factor that has a relationship with the brand equity of Disney at Disney shop, DLF Mall, Noida, India. The factors that are tested in this research include brand awareness, brand image, perceived quality, brand association, and brand...

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 quantitative method, primary data was collected on 637...

This research study highlighted the factors that influence the brand equity strategy of halal food products. In this study, the researchers have chosen to address the gap in the literature pertaining to non-majority Muslim country. The study aimed to identify the influence of consumer behavior,...

The research conducted to study the impact of customers’ perceptions of corporate social marketing (CSM) on the multidimensions of brand equity in the case of dairy products in Vietnam. Research data was collected, through direct interviews, from 780 valid questionnaires responsed by customers...

This study examines the effect of social media richness on business performance, mediated by brand equity. The study utilizes a quantitative methodology with a sample of 232 food and beverage SMEs in Indonesia. Data were analyzed using structural equations models partial least squares (SEM PLS)....

This study examines the impact of Digitalized Environmental, Social, and Governance (DESG) practices on rural banks in Ghana, focusing on their relationship with stakeholder engagement, customer loyalty, brand equity, and financial performance. The study collected data from 724 respondents,...