Abstract The Consumer-Based Brand Equity (CBBE) literature has, in recent years,
introduced various CBBE models. This study aims to compare the validity of the two …

The objective of this study is to provide new insights into social media marketing of luxury
fashion. Consequently, this conceptual article addresses the User-Generated Content …

Purpose This study aims to explore the impact of the use of the WeChat Mini Program by
luxury brands on consumers' fashion impulsive purchasing and brand loyalty …

Purpose–Over the past few years online fashion communities have proliferated becoming
an increasingly powerful forum for user-generated content, and consequently, the fashion …

The present research deepens in the understanding of brand bonding in Facebook brand
communities, drawing on value creation behaviours, the parasocial interaction paradigm …

Purpose The purpose of this paper is to investigate the effect of brand experience on brand
equity dimensions in the perspective of customers (including brand identification, physical …

The ongoing transformation of branding in developing countries remains under-researched
despite its central importance to competitive advantage. The Egyptian banking sector is a …

In spite of the ubiquity of brand personification (BP) in advertising, research that examines its
effects directly is limited. This study explores the effect of verbal BP on consumer response …

The study investigated the factors that influence rubber farmers' cooperatives from the
perspective of sustainability in Thailand. The research adopted a quantitative survey …

This study addresses how social brand communities generate sustainable customer equity
by enhancing perceived quality. The study shows that social brand community experiences …