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...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...

Eine hohe Popularität und ein hoher Markenwert sind wichtig für das reguläre Gehalt eines Fußballers sowie für seine Werbe- und Sponsorenverträge. Doch wie kann ein Fußballspieler seine Popularität und seinen Markenwert steigern? Das Ziel dieser Studie ist es zu untersuchen, ob gute...

The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions and to identify which factors are influential in building brand equity. Brand awareness, perceived quality, brand association, brand image and brand loyalty; the most researched...

Today’s sportswear industry is flourishing in India. International brands are entering into the market and people are purchasing different brands of sportswear which results in increment of competition among all companies of sportswear. The purchase decision of a customer is influenced by...

The exponential progression of guerrilla marketing from its stature as a mere low-cost method used by small and unestablished enterprises to acceptance by major and established players, as well as the blending of street-based approaches and digital technologies, make the concept arduous to...

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates brand loyalty, and all of them together lead to brand...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

This study investigated the relationship between source, receiver, review quality, review sidedness, review consistency, online credible review, reliability, intentionality, and willingness to buy the electric consumers in Vietnam. This study performed structural equation modeling (SEM). A total...

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...