The aim of present study was to investigate the relationship between brand identity with brand loyalty regard to the mediating role of perceived value of the brand, brand trust, and customer satisfaction of brand. The research method was descriptive/monitoring -correlation type. The population...

The concept of loyalty has evolved as an important issue in the world of marketing as companies are focusing their strategy in retaining customers and increasing their sales. The purpose of this study is to re-evaluate the involvement of various factors related to the perception of value,...

This study investigates brand equity dimensions and customer retention of the Nigerian telecommunications industry. Cross-sectional research design was adopted to survey 368 postpaid subscribers. The respondents were selected through multistage sampling techniques. The four dimensions of brand...

Purpose: The visual storytelling feature of Instagram provides luxury fashion brands with an appropriate platform to enhance their online presence and identity to build a greater connection with their audiences. This paper aims to examine how digital brand experiences on social media influence...

The study seeks to examine the role of perceived usefulness (PU) and confirmation (CN) on continuance usage intention of mobile social commerce (CI) and on user satisfaction (S). Furthermore, it examines the role of continuance intention and user satisfaction on brand loyalty (BL). Also, this...