Considering the expanding e-commerce in the social media landscape and the increasing
importance of brand management in the online sphere, our primary goal was to …

Customer loyalty is currently becoming one of the crucial things for the company to survive in
competitive markets. Globalization causes imported cosmetic products from global brands …

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity
among Higher Education Institutions. Previous research has uncovered the impact of …

The adoption of institutionalist theory derived from Thorstein Veblen is justified by its
capacity to confer legitimacy to the subject in an environment where symbolic economies …

Purpose Salesperson performance is accepted as a relevant factor of retailing success.
However, scarce studies reveal the relationship between sales performance and brand …

Purpose The strategic importance of brand identity management has been emphasized in
the brand management literature, but studies that examine brand identity sub-components …

Consumer-based retailer equity and retail patronage behaviors: interaction effect of involvement
| Emerald Insight Books and journals Case studies Expert Briefings Open Access Publish …

Brand equity is a rapidly growing field of research. Companies rely primarily on new and
creative ways of improving high brand value. The main aim of this research was to examine …

The aim of this research is to identify the effect of perceived credibility of product and brand
resonance on brand loyalty with consumer's trust social media marketing as a moderator …

This study aims to analyze the effect of brand awareness, brand image and sales promotion
on brand equity and consumer buying interest. The population of this study was all …