… the brand equity measures for the two expectations control … to manipulate expectations
independently of prior brand equity. … in brand equity rather than absolute levels of brand equity, …

… consumer response results from positive brand equity. Originality/value – This study contributes
to the scarce international brand equity … Contrary to expectations, brand personality has …

… has generally been defined as the incremental utility with which a brand endows a product,
… that brand equity be the incremental effect of the brand on all aspects of the consumer's …

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 …

… consumers” expected utility This chan of relations that drives consumer-based brand equity
… is consistent with the signaling expectation that, all else beng equal, consumer-based brand …

… of consumer based brand equity. ► This study captures a wider spectrum of symbolic
consumption. ► This study contributes to the existing body of consumer satisfaction’s knowledge. …

… and ultimately reduce brand equity. We posit that consumers have expectations about retail
… conditions disconfirming these expectations can lead consumers to reevaluate brands. We …

… social responsibility(CSR) that fashion consumers expect from a fashion firm … consumer
expectations as well as examines the impact of CSR expectations on customer-base brand equity…

… , consumer decision factors and brand equity in hotel industry. The population of this research
is 17 brand … The questionnaire, which was used in this study, describes the expectations …

… for measuring brand equity using a convenience sample of Canadian consumers. In each of
… we defined five existing products and two brand name extensions; these were presented to …