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 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 …

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 …

intentionality and reliability of brand trust. This research also illustrated that intentionality and reliability have a significant …

purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect …) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image … do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand …