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 …

Building and maintaining brand loyalty is crucial for every organisation in such competitive business environment and … organisations in the hospitality industry are not spared. Hotels have made many efforts on branding to gain brand loyalty from their … digital content consumption. Therefore, the aim of this study was to establish the effect of social media marketing on brand …