implementing AR on beauty and fashion products on the intention to continue using AR and shopping in e-commerce. The design of this …

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 …

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms … gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand … loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand …

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for … consumers. However, the relationships between these online communities and brand trust are less explored in the literature … online brand community has a direct significant effect on consumer's brand trust, and indirect significant via the mediating …