Purpose–This paper aims to look into contemporary thinking within the brand equity
paradigm, with a view to establishing avenues for further research on the drivers of brand …

The assessment of brand equity and its sources is a trend among researchers and garment
brand companies nowadays. The purpose of the current study is to explore the impact of two …

Purpose–This paper aims to show the effect of brand equity, marketing investment and
product differentiation on price in small and medium enterprises (SMEs), multinational …

Purpose This paper aims to introduce the concept of consumer-based brand value (CBBV),
a change in the perspective of brand-equity and brand value from one where the brand is …

The purpose of this study is to analyze the application of city branding in five European
capitals–London, Paris, Berlin, Rome, and Madrid–using a measurement model to link …

Purpose The paper analyzes the effect of country of origin (COO) image, word-of-mouth
(WOM) and brand distinctiveness toward overall brand equity (OBE) and its dimensions …

Purpose The purpose of this paper is to investigate the impact of consumer-brand
engagement and brand experience on behavioural intentions (ie intent to re-purchase …

HEIs globally face growing competition that demands new marketing strategies and
practices to leverage the power of social media platforms to increase brand engagement of …

This study aims to identify objective quality attributes of functional foods based on literature
reviews and proposing the future research agenda. There are not many articles that …

Purpose The purpose of this paper is to propose a research approach to investigate brand
alignment by exploiting textual data from online brand communities in the coffee industry …