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 …

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 …