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 purpose of this research is to investigate the relationship between brand experience, brand authenticity, brand … relationships among brand experience, brand authenticity, and brand equity and customer satisfaction. Especially, it is a valuable … contribution to branding subject that brand experience positively affects the authenticity of the global brand. Drawing from the …