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 Sciences (SPSS) and the structural equation modelling (SEM) technique were …

The study aims to investigate the determinants of brand loyalty in the apparel industry of Botswana. A descriptive … relationships between brand awareness, brand image, brand trust, and brand loyalty. Additionally, brand commitment significantly … moderated the influence of brand trust on brand loyalty. Therefore, it is important for the management of apparel brands to …

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 …

nature of country branding. The importance of a nation's brand was emphasized as a major factor for governments to think …