Purpose The purpose of this paper is to: distinguish between financial brand equity and
perceptual brand equity; distinguish among different stakeholder perspectives on customer …

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

Many studies have modeled several different concepts to explain destination loyalty;
however, none have integrated place-oriented (eg, destination image, place attachment) …

In a highly competitive market, marketing staff are always looking for solutions to strengthen
what can be called their destination values (unique place, services, and human resources …

The aim of this study is to analyze factors determining city brand equity (CBE) on the bases
of a systematic literature review (SLR) according to a procedure developed by Tranfield …

In today's competitive environment, higher education needs to find an effective way to
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …

The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …

The tourism market is fiercely competitive. No other market place has as many brands
competing for attention, and yet only a handful of countries account for 75% of the world's …

Drawing on an integrated framework of service quality theory, this study develops and
demonstrates a mediation-moderation model of airline service quality that influences the …

The aim of this paper is to understand consumers' perception of luxury hotel brands. To this
end, the research evaluates consumers'“big” visual data on TripAdvisor through a machine …