Purpose – This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser...

Purpose – The objective of the present research is to examine the impact of the country of origin of a brand on its consumer‐based equity. Design/methodology/approach – Brand equity was conceptualized in this paper as a combination of brand awareness, brand associations, perceived quality...

Purpose – The objective of the present research is to examine the relationship between consumers' satisfaction with a retailer and the equity they associate with the retail brand. Design/methodology/approach – Retail brand equity is conceptualized as a four‐dimensional construct...

Purpose – The purpose of this paper is to examine whether retailer brand equity levels vary between department store and specialty clothing store categories. Design/methodology/approach – Retailer brand equity is conceptualized in this paper as a four‐dimensional construct comprising...