This paper aims to look into contemporary thinking within the brand equity paradigm, with a view to establishing avenues for further research on the drivers of brand equity formation, enabling a more in-depth understanding of the antecedents of brand equity and its determinants, as well as the...

The role of marketing for consumers and businesses is rapidly evolving (Ferrell, Hair, Marshall & Tamilia 2015). Indeed, the marketing function is fundamentally changing as a result of the digital transformation, data, data analytics and most recently, personal mobile devices, such as infusion...

The aftermath of the 1990 Middle East war and the region′s subsequent exposure to Western technologies and lifestyles has contributed to an accelerated opening up of Arabic culture to Western ideas. Often relegated to a secondary role in the Arab culture, changing market conditions have helped...