The study conducted primarily examined the effect of Social Media Marketing Effect on Brand equity in creating Purchase Intention and Customer equity. For this purpose, we employed structural equation modeling using Smart-PLS 3.0, the data of 312 respondents were collected through structured...

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...

Businesses constantly strive to provide added value and brand equity to gain a competitive advantage, particularly in the contemporary hospitality industry. It is widely accepted that a luxury experience brand enhances the value of a luxury resort hotels industry. Since the 1980s, the concept of...