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 …

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 …

Corporate social responsibility (CSR) is a well‐touted term in management disciplines that
connects the business goals and societal values. CSR is used as a strategic approach that …

This study investigates the impact of celebrity endorsement and the moderating effect of
negative publicity on consumer purchase intention or attitudes in an emerging market …

This research investigates the impact of brand perception on brand loyalty and brand
purchase intention using the lenses of complexity theory. First, the study conceptualizes and …

The consolidation of Web 2.0 has modified the way people communicate and interact with
tourists. User-generated social media communication continues to increase: to the detriment …

Purpose–The purpose of this paper is to further examine the mediation mechanism to
account for the influence of brand experience on brand loyalty by integrating the experiential …

Purpose–The purpose of this article is to fill the gap in the discussion of the ways in which
firm-created and user-generated social media brand communication impacts consumer …

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