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 …

This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

The direct impact of the economic downturn due to Covid-19 is mainly perceived by Micro,
Small, and Medium Enterprises (MSMEs). This study aims to examine how MSMEs can …

Purpose This paper aims to present a mechanism that explains how followers become loyal
to social media influencers. It suggests influencer interactivity as a unique feature of …

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 …

This paper develops a multi-disciplinary measure of the brand signature construct by means
of literature review and primary data analysis. This study explains that brand signature …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

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 …

In markets where products and services have become similar, with no major functional
differences and where consumer choices are more and more influenced by emotional …

Purpose This study aims to highlight the importance of brand equity dimensions which act as
a mediator between online reviews and consumer's purchase intention. In particular, the …