This study investigates how electronic work of mouth (eWOM) mediates the relationship
between marketing relations and brand resonance. Based on the information obtained from …

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 purpose of the study was to examine the relationship between brand attachment and
emotional well-being of consumers based on the need for personal image management and …

The aim of the present study is to analyze brand resonance measures to assess reliability,
dimensionality and validity using existing models of brand resonance. This study is based …

In branding literature, the customer-based brand equity (CBBE) model developed by Kevin
Lane Keller finds many applications. The CBBE model involves six brand building blocks out …

We have investigated the dynamics of how consumer make relationship with brand (non-
human entities) that is consumer brand relationships. This relationship is like the same …

The aims of this reasearch are to know how the dimesions of brand equity which consists of
brand awareness, brand associations, perceived quality and brand loyalty have partially and …

Purpose Although consumption is a universal phenomenon, it is characterised with
considerable degree of diversity in relation to various factors such as culture, age, gender …

This study investigates how electronic work of mouth (eWOM) mediates the relationship
between marketing relations and brand resonance. Based on the information obtained from …

Purpose of the study: This study investigates the effect of brand experience and attachment
on customer repurchase intentions. The study also explores whether brand experience and …