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 …

The effect of brand experiences on brand loyalty through perceived quality and brand trust: a
study on sports consumers | Emerald Insight Books and journals Case studies Expert Briefings …

In this era, social media platform is integrated into the marketing strategy. This new
technology sets out new mechanisms and communication tools that companies can rely on …

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 …

Purpose This research aims to explore the impact of social media marketing (SMM) activities
on brand equity (BE) in the banking sector in Bangladesh. Moreover, brand love and brand …

Business uncertainty due to the COVID-19 pandemic has brought financial and banking
industries under stress. This study examines brand loyalty (BL) in the Thai banking industry …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

In an ever more transparent, digitalized, and connected environment, customers are
increasingly pressuring brands to embrace genuine corporate social responsibility (CSR) …

This paper focuses on consumer electronics products and observes the comparative effect
of celebrity vis-à-vis expert influencers on consumers' online purchase intentions. The …

Purpose Prior studies on brand relationships tend to overlook the mediator (s) between the
relationships between brand experience and brand loyalty. Hence, the main purpose of this …