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 …

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 …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

Today's interconnected environment is characterized by ESG (environmental, social, and
corporate governance), networks of people, organizations, and devices that are …

Purpose “Green” issues have become increasingly important to corporate decision-makers
as firms face mounting public sensitivity, stricter regulation and growing stakeholder …

Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand
awareness, and brand image | Emerald Insight Books and journals Case studies Expert …

Social-media marketing has attracted increasing attention from marketers, being regarded
as one of the most important channels to communicate information about brands to …

Research on promotion mix and brand equity remains fragmented and piecemeal.
Moreover, a joint study of the two marketing concepts in a low involvement product setting is …

Exploring behavioural branding, brand love and brand co-creation | Emerald Insight Books and
journals Case studies Expert Briefings Open Access Publish with us Advanced search …

This study examines the relationships between consumers' authenticity perception and four
brand equity dimensions (brand awareness, brand association, perceived quality, brand …