Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

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 …

Purpose The purpose of this paper is to contribute to the marketing literature regarding
Islamic countries, in particular the United Arab Emirates (UAE), by assessing the impact of …

This article aims to validate a measurement of the effects that brand love has on brand
equity in order to verify if brand equity influences repurchase intentions from the perspective …

This study investigates the impacts of sense of community and social identity on brand love
then its affect on brand advocacy on luxury online brand communities (OBC). It follows the …

The spread of social networks and the high level of penetration of digital content and mobile
devices have created a society in which consumers expect constant communication from …

The study is going to analyze the impact of customer satisfaction and brand image on brand
loyalty. The impact has been seen by the data obtained from the consumers of Gujranwala …

This study investigated the relationship among green enjoyment, green brand love, green
intrinsic motivation, and green purchase intention. Data were collected from 26 August to 16 …

The purpose of this study is to examine the effect of information & communication technology
(ICT) orientation on university's brand performance along with the mediating role of student's …

Purpose The purpose of this paper is to explore the structural relationship between green
persistence intentions and their seven drivers–green authenticity, green perceptual …