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 …

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 …

Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …

Purpose This study aims to highlight the importance of brand equity dimensions which act as
a mediator between online reviews and consumer's purchase intention. In particular, the …

This paper addresses how different store formats moderate the relationship between store
image and purchase intention, mediated by brand awareness and perceived value …

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 …

The influence of brand equity on consumer responses | Emerald Insight Books and journals
Case studies Expert Briefings Open Access Advanced search The influence of brand equity on …

Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …

This study develops and tests a consumer-based chain restaurant brand equity (CBCRBE)
model and investigates the mediating effects of brand reputation on the relationship …

Purpose The purpose of this paper is to empirically investigate the factors affecting
consumer's fast fashion brand loyalty by examining US college students' perceptions and …