While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media brand choice and attention. Numerous studies...

Given the extensive utilisation of social media, brands have grown increasingly dependent on it to build brand equity. As a result, acquiring specific capabilities in the realm of digital marketing has become a necessity. This research aims to investigate the essence of Social Media Marketing...

This research aims to understand the impact of young consumers' luxury motivations on their attitude towards sustainable luxury (ATSL) and the consequent impact on consumer-based brand equity (CBBE). A cross-cultural quantitative study was conducted to achieve this, and a theoretical model was...

The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in this study as a four-dimensional model consisting of...