[HTML][HTML] A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling
ÁJ Rojas-Lamorena, S Del Barrio-García… - Journal of Business …, 2022 - Elsevier
This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …
decades, based on data from the Web of Science (WoS) and Scopus databases. The …
[HTML][HTML] The impact of brand image on consumer behavior: A literature review
Y Zhang - Open journal of business and management, 2015 - scirp.org
The concept “brand image” has drawn significant attention from academics and practitioners
since it was put forward, because it played an important role in marketing activities. Although …
since it was put forward, because it played an important role in marketing activities. Although …
Augmented reality marketing: How mobile AR-apps can improve brands through inspiration
Augmented Reality (AR) is a promising and growing field in marketing research and
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …
practice. Very little is known if, how, and why AR-apps can impact consumers' perception …
Augmented reality in smart retailing: A (n)(A) Symmetric Approach to continuous intention to use retail brands' mobile AR apps
Smart retailing has recently emerged as a new form of retail brand management enabled by
novel technologies such as mobile augmented reality applications, to create better …
novel technologies such as mobile augmented reality applications, to create better …
Bridging the online offline gap: Assessing the impact of brands' social network content quality on brand awareness and purchase intention
A Dabbous, KA Barakat - Journal of retailing and consumer services, 2020 - Elsevier
Social media is shaping the way companies and brands engage and interact with
consumers, particularly Millennials. In light of this growing trend, this study aims to …
consumers, particularly Millennials. In light of this growing trend, this study aims to …
Embracing diversity, equity, and inclusion (DEI): Considerations and opportunities for brand managers
Diversity, equity, and inclusion (DEI) is ubiquitous in today's public discourse, underpinned
by societal recognition of inequality and demands for less discrimination. Further, DEI …
by societal recognition of inequality and demands for less discrimination. Further, DEI …
Solving the puzzle of sustainable fashion consumption: The role of consumers' implicit attitudes and perceived warmth
The fashion industry has been recognized as one of the major industries that contribute to
environmental damage. Although fashion companies have started to take some actions …
environmental damage. Although fashion companies have started to take some actions …
Integrating marketing communications: New findings, new lessons, and new ideas
With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …
attention, the optimal integration of marketing communications takes on increasing …
Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance
This study draws upon the elaboration likelihood model of persuasion (ELM) to develop and
test a model of persuasive influence in crowdfunding. To test our hypothesized relationships …
test a model of persuasive influence in crowdfunding. To test our hypothesized relationships …
Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context
This study investigates the effect of Customer-Based Brand Equity (CBBE) on customer
loyalty and further examines the mediatory roles of customer satisfaction and trust in the …
loyalty and further examines the mediatory roles of customer satisfaction and trust in the …