This review paper has the aim of systematically analysing studies published in five
hospitality journals over the period 2000 to 2016. The review was organized around four …

This study examines the influence of consumer brand experience on their brand satisfaction,
brand trust and brand attachment in an African context. Five hypotheses are posited and in …

Peningkatan ekuitas merek menjadi salah satu strategi pemasaran yang efektif untuk
memengaruhi kepuasan pelanggan dan keterlibatan pelanggan di era digital. Perusahaan …

Building a favorable sensory brand experience is crucial in services settings to strengthen
the competitive position of a brand and its equity. However, little empirical research exists in …

Purpose The ever-growing popularity of social media platforms is evidence of consumers
engaging emotionally with these brands. Given the prominence of social media in society …

For various industries worldwide, recent years have been defined by the remarkable growth
of e-commerce. Enabled by the Internet, retailers can reach more customers, spread much …

The purpose of this research is to analyze the direct effect of social media marketing, word of
mouth, and the effectiveness of advertising on brand awareness and its impact on intention …

This paper presents a review about the impact of brand equity and brand awareness on the
purchasing intentions of the consumers. The purpose of the paper is to elaborate the relation …

Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …

This study aims to investigate the mediating effects of consumer satisfaction on the
relationship between consumer-based brand equity and brand loyalty in the hotel and …