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 …

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

function of brand authenticity as a moderator in this study. On a sample of 250 customers in Vietnam, the current study aims to … only recovery speed having a positive relationship with attitudinal loyalty. Brand authenticity has a moderator influence … to increase brand authenticity now that they are aware of the recovery strategies for service failure. Furthermore, for …