This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

This document provides a bibliometric analysis of the current state of the brand equity research by mapping the research landscape to identify more productive authors and countries over time, analysis of publications, cooperation between authors, co-appointments, co-occurrences of keywords;...

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 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...

This document provides a bibliometric analysis of the current state of the brand equity research by mapping the research landscape to identify more productive authors and countries over time, analysis of publications, cooperation between authors, co-appointments, co-occurrences of keywords;...

This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension's brand equity-formation, considering the mediating role of brand attitude and brand credibility and the moderating role of the tourist's level of...

This research study aims to analyze the sources and consequences of beverages’ Brand Equity, and more specifically, the beer Brand Equity in a Sothern European mature market. For this purpose, based on the customer-based Aaker’s Brand Equity model, we developed an empirical study, using...

The European brewing industry is a main economic sector and a major activity in the agro food area. While the majority of the product consumption is domestic, imported beer has also increased remarkably in the recent years. This study raises two objectives; firstly to obtain an approximation of...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...

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...