Purpose This study aims to examine the moderating effect of sustainability marketing on
brand loyalty of brands that advertise their sustainable development agenda goals. The …

The role of new luxury fashion brand experience and authenticity on brand equity has not
been sufficiently explored empirically. The current study offers a model of the relationship …

Konten interaktif telah menjadi salah satu strategi utama dalam membangun keterlibatan
konsumen dan memperkuat kesetiaan merek dalam lingkungan digital saat ini. Artikel ini …

Brand experience, brand love, and brand behavior outcomes hold significant importance in
management research. Their relevance extends to shaping strategic decision-making …

Purpose This study aims to assess the relationship between brand experience and brand
equity in the private banking industry, focusing on the potential mediating effects of brand …

Purpose The purpose of this study is to investigate how consumer brand engagement (CBE)
promotes brand love and eWOM within the influence of brand interactivity and consumer …

Brand equity co-creation can drive up platform value. In real world, celebrities play a crucial
role in influencing brand equity co-creation. However, in metaverse celebrity-infused …

Businesses are increasingly focusing on brand experience due to its dual role in directly
creating customer value and shaping customers' perceptions of brand equity. This study …

Studi ini bertujuan untuk menganalisis dampak pengalaman merek pada keterlibatan merek
dan ekuitas merek yang dimediasi oleh brand love pada pelanggan Apple di Indonesia …

In recent years, changes in customer–brand relationships have represented a major
challenge for branding research. This study explores how the dimensions of perceived …