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 …

The role of new luxury fashion brand experience and authenticity on brand equity has not been sufficiently explored …, considering the rising relevance of new luxury fashion brand authenticity and its advantages for practitioners. We used a self … empirically. The current study offers a model of the relationship between brand experience, brand authenticity, and brand equity …

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 …