Endorsers are highly effective in promoting customer–brand engagement. New endorsers
are emerging owing to the digital explosion. Who promotes brands better-mega or macro …

Consumption of luxury brands has been rising significantly, particularly in emerging
economies. While some aspects of luxury consumption may be consistent across cultural …

Aim/purpose–The study aims to understand the contribution of the experiential events how
to influence the brand loyalty while the consumer synchronized with brand under the brand …

Relationship equity and brand equity are two foundational aspects that underpin marketing
academics and practices. However, marketing scholars rarely integrate these two aspects to …

A mediation model of the interplay between customer-based destination brand equity and
destination marketing in domestic tourists' satisfaction during a prolonged crisis is …

The concept of customer-brand relationship (CBR) is becoming increasingly important.
However, the description of what constitutes student–university brand relationship is …

Purpose–the purpose of the article is to simulate the current version of a university's brand
using the Customer-Based Brand Equity (CBBE) model. Research methodology–the …

Purpose This paper aims to examine the mediating role of brand satisfaction and brand trust
in brand equity antecedents and outcomes through an empirical investigation of brand …

The objective of this study is to investigate how brand loyalty, brand image, and perceived
quality affect the brand equity of Bank Islam, based on the evaluation and prioritization of …

Consumers’ awareness of luxury brand counterfeits and their subsequent responses: when a
threat becomes an opportunity for the genuine brand | Emerald Insight Books and journals Case …