Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …

Although there is a large body of research on brand equity, little in terms of a literature
review has been published on this since Feldwick's (1996) paper. To address this gap, this …

Disembodied conversational agents in the form of chatbots are increasingly becoming a
reality on social media and messaging applications, and are a particularly pressing topic for …

This streamlined seventh edition provides comprehensive, practical guidance on how
companies can get the most out of digital media and technology to meet their marketing …

This study advances the conceptualisation and operationalisation of consumer engagement
in the context of online brand communities (OBCs). Past scholarship has only partially …

Purpose This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

Now in its sixth edition, the hugely popular Digital Marketing Excellence is a practical guide
to creating and executing integrated digital marketing plans, combining established …

Business activities using social media are currently growing and its development has
intrigued practitioners and academics. The purpose of doing this present research is to build …

In order to be competitive in an era of ethical consumerism, brands are facing an ever-
increasing pressure to integrate ethical values into their identities and to display their ethical …

Brand equity is an essential concept in marketing academia and practice. The term came
into use during the late 1980s, and the importance of conceptualizing, measuring and …