In a digital world, it is becoming increasingly important for marketing researchers and
practitioners to understand how consumers attribute humanlike characteristics and …

The ever-increasing prominence of social media platforms demonstrates the level of
engagement of Indian luxury consumers. This study aims to determine the influence of social …

Social media pervades everyday life and firms need to understand what consumer traits
antedate participation over these channels. Utilizing social exchange theory (SET), this …

Mixed reality technology is being increasingly used in cultural heritage attractions to
enhance visitors' experiences. However, how the characteristics of mixed reality affect …

This research is a comparative study of the marketing of luxury brands by social media and
by traditional media. It examines the influence of status consumption and brand equity and …

It has been a challenge to map the efficacy of marketing communications in building
stronger brands on social media. Given the paucity of research in this area, the present …

Social media marketing facilitated prospective students to communicate and collaborate to
gather information relevant to higher education institutions and their respective brand equity …

Climate complexities and environmental problems not only brought changes in
organizational practices but also changed the consumer purchasing pattern. Consumers …

El propósito de esta investigación es exponer el avance de la personalidad de marca (PM)
para fines de posicionamiento estratégico (PE) cuyo análisis involucre herramientas …

Purpose This study aims to analyze the effect of the use of social media on the perception of
brand personality and to identify its effect on customer brand engagement …