Brand equity ≈ Brand equity
View article: Marketing: An Introduction
Marketing: An Introduction Open
Marketing: An Introduction, 9th edition shows students how to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help them master this key challenge, the authors pres…
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THE EFFECT OF SOCIAL MEDIA MARKETING ACTIVITIES ON BRAND AWARENESS, BRAND IMAGE AND BRAND LOYALTY Open
The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loya…
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The impacts of brand experiences on brand loyalty: mediators of brand love and trust Open
Purpose Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and…
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Does gamification affect brand engagement and equity? A study in online brand communities Open
Gamification has become a popular technique in marketing. Many companies believe that gamification can potentially increase the engagement, awareness and loyalty of consumers with respect to the brand. However, there is current dearth of e…
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Employer Branding: A Brand Equity‐based Literature Review and Research Agenda Open
Over the past two decades, scholarly interest in employer branding has strongly increased. Simultaneously, however, employer branding research has developed into a fragmented field with heterogeneous interpretations of the employer brandin…
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Brand love and positive word of mouth: the moderating effects of experience and price Open
Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word …
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How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response? Open
Brand equity is the differential preference and response to marketing effort that a product obtains because of its brand identification. Brand equity can be measured using either consumer perceptions or sales. Consumer-based brand equity (…
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A brand preference and repurchase intention model: the role of consumer experience Open
Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the study of brand preference has been limited to traditional market…
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Valuable Virality Open
Given recent interest in social media, many brands now create content that they hope consumers will view and share with peers. While some campaigns indeed go “viral,” their value to the brand is limited if they do not boost brand evaluatio…
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Effect of social media marketing on Instagram towards purchase intention: Evidence from Indonesia’s ready-to-drink tea industry Open
This study attempts to investigate whether Social Media Marketing Activity (SMMA) carried out by companies / brands have a positive impact on their brand equity, e-WOM distribution on social media and customers' purchase intention. The obj…
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Emotional branding speaks to consumers’ heart: the case of fashion brands Open
In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressin…
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INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION Open
Sensory stimulation is used by various brands to induce desired behaviours among their customers. Although its effectiveness is recognised in business contexts, little research has been conducted on sensory marketing. In order to contribut…
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Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity Open
Purpose On the basis of the social identity and congruity theories, the present research aims to propose that value congruity directly affects customer–brand identification (CBI), affective brand commitment and customer–brand engagement (C…
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The Effect of Social Media Usage Characteristics on e-WOM, Trust, and Brand Equity: Focusing on Users of Airline Social Media Open
Brand equity is a valuable intangible asset for companies, yet is increasingly difficult in managing in an era with hard to control social media. The purpose of this study was to investigate the effect of social media usage characteristics…
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A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling Open
This paper analyzes the scientific research on brand equity published over the last three decades, based on data from the Web of Science (WoS) and Scopus databases. The research objective is to identify both the predominant and the emergin…
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The effect of sensory brand experience and involvement on brand equity directly and indirectly through consumer brand engagement Open
Purpose This study aims to examine the effect of sensory brand experience and involvement on brand equity directly and indirectly through cognitive, emotional and behavioral consumer brand engagement (CBE). Design/methodology/approach A su…
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Consumption Authenticity in the Accommodations Industry: The Keys to Brand Love and Brand Loyalty for Hotels and Airbnb Open
Airbnb has gained popularity as an alternative to hotels, with the authenticity of the consumption experience being a critical differentiating factor. However, the hospitality and tourism literature has not fully explored how Airbnb and tr…
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Brand experience effects on brand attachment: The role of brand trust, age, and income: anglais Open
International audience
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Brands are calling your <span>AVATAR</span> in Metaverse–A study to explore <span>XR</span>‐based gamification marketing activities & consumer‐based brand equity in virtual world Open
Brands are moving towards the Metaverse (3D immersive virtual spaces), where the growth of intangible products and nonfungible tokens (NFTs) are evolving into a new type of hybrid experience for the users. This paper aims to establish the …
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Effects of the intensity of use of social media on brand equity Open
Purpose The purpose of this paper is to provide a comprehensive research of the effects of the intensity of use of social media on destination brand equity. The authors use the schema theory and a multidimensional approach of brand equity …
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Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust Open
This research examines the impact of green marketing and its factors on purchase intention through green brand trust and image. It examines the correlation between six concepts: green knowledge, environmental attitude and knowledge, green …
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The Impact of Social Media Content Marketing (SMCM) towards Brand Health Open
The emergence of Web 2.0 has created the new phenomenon in business strategies as it allowed two-way communications between companies and the consumers. Nowadays, the business practitioners tend to use the social media marketing to create …
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The effects of service quality and consumer-brand value congruity on hospitality brand loyalty Open
This research integrates the congruity and the social identity theories to better understand the consumer-brand relationships. A structural equation modelling approach was used to explore the drivers of brand loyalty in the context of upsc…
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The effect of social media marketing on brand trust, brand equity and brand loyalty Open
This study aims to determine the effect of social media marketing activities on brand trust, brand equity and brand loyalty in social media. The study uses the Structural Equation Modeling (SEM) method with SPSS 3.3.3 software with a sampl…
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The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty Open
The aim of this research is to examine the positive influence of brand awareness, brand image, and brand trust on brand loyalty. The coffee shop business in big cities in Indonesia is growing rapidly. Each coffee shop strives to show its u…
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A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques Open
On their way towards assuring growth and long-term sustainability, many modern small and medium sized enterprises (SMEs) from the European Union have set building a stronger brand as one of their primary goals. To achieve this, an integrat…
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Linking Social Media Marketing Activities to Revisit Intention through Brand Trust and Brand Loyalty on the Coffee Shop Facebook Pages: Exploring Sequential Mediation Mechanism Open
Social media marketing (SMM) is a new field that involves the marketing of goods, services, information, and ideas via online networks and social media. Drawing on the stimulus-organism-response framework, this study aims to examine how so…
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How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR Open
The concept of corporate social responsibility (CSR) has been embedded across psychological and physical frontiers of organizations building up on philanthropy, ethics, regulation, and economy. However, there is a lack of empirical evidenc…
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Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement Open
While insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social id…
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Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone Open
The global use of smartphone has had tremendous social, environmental, and economic impacts in the last decade, and continues to grow impressively. In order to comprehend customers’ purchase behavior, it is crucial to understand the drivin…