Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the …

… brands, due to differing consumer expectations regarding the brand. … of brand equity)
affect consumers' evaluation of the way companies behave and communicate following a brand …

In a changing world, consumers’ expectations of business corporations are growing. Thus,
numerous firms are taking a stand on societal challenges, a phenomenon known as brand …

The purpose of this research is to investigate the relationship between brand experience,
brand authenticity, brand equity, and how those factors effect on customer satisfaction. The …

… Customer satisfaction is also defined as a state of consumer expectations that are … This is
related to the services needed by consumers. Company services below consumer expectations …

… social requirements and expectations of customer it will adversely affect brand equity. Previous
research has also revealed that consumers didn’t accept that brand engaged in unethical …

… promises offered to create consumer satisfaction and consumer loyalty (Ratnawati & Lestari,
… brand by meeting consumer expectations can further convince consumers of the brand. …

… captures customers’ associations with brands and corresponds to expectations towards
quality and performance (Keller 1993), we propose that customers assessment of remedy choice …

… Like brand equity, green brand equity is therefore added value … consumers will prefer to
purchase a product whose brand … brand equity is contradictory to the researchers' expectations …

… brand experience, brand equity and brand mianzi in establishing rebuying intention of
smartphones in the framework of the expectation … indicate that brand experience and brand equity …