of fashion business in Vietnam market with different social brand engagement, perceived brand equity, as well as the …This study aims to determine how social brand engagement via social media platforms will have an impact on brand equity … and purchase intention towards brands in the field of fashion in the Vietnamese market. The study was carried out a …

brand managers can enhance brand value through insights on sustainable fashion consumption drivers, while sustainable brands …This paper aims to develop a conceptual framework that elucidates the factors that impact sustainable luxury brand … marketing, specifically focusing on the luxury fashion industry. The framework aims to highlight the role played by the industry …

research, focusing on empirically determining those elements that affect the interaction between a fast fashion brand and its … outcomes such as brand image and consumer loyalty. This study also provides valuable academic insights and guides fast fashion … users, providing central elements of brand strategies on Instagram. This study examines the engagement generated by Primark …

the authenticity of a human brand with which they are associated. And also the study to investigate the causal … relationship between attributions of human brand and consumer-brand relationships, brand attitudes, and purchase intention. An … information-treating process based on the authenticity of a human brand and message type. The results indicate the existence of a …

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 …

determinants of consumer brand engagement behavior in Facebook brand pages and its impact on brand loyalty. This study applies the … engaged in Facebook brand pages. This research adopted mixed approach of research, which involves qualitative and quantitative … analyses. The data about Facebook brand page activities of 100 brands were collected using Fanpage Karma, a social media …

As emotional consumer-brand relationships have a high impact on consumer behavior, brand managers tend to create … marketing literature, the causalities of brand passion are rudimentarily analyzed in empirical research. The aim of this study … is investigating the antecedents (affective brand experience, brand prestige, brand identification and, brand trust) and …

proposes a conceptual framework to explain how brand loyalty for such products is built upon certain relevant brand perceptions … established that brand perceptions of innovativeness, benefits, and identification are likely to be strong antecedents of brand … loyalty. Unlike previous literature, this study measures perceived benefits at the parent-brand level rather than at that of …

This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …

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 …