The phenomenon of be engaged and participate in brand communities is not yet well-known. This study carries out a systematic literature review to get the major construct that could explain the mentioned phenomenon and the consequences to the brand. Therefore, the aim of this study is to...

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 dimensions. Therefore, this study aims to contribute to the...