With the emergence of new transport technologies, ride-hailing services have become
increasingly popular around the world in recent years. Particularly in developing countries …

This study reviews the progress of brand orientation literature in twenty years. A systematic
literature review approach has been applied in this study. Four major publication databases …

Purpose The purpose of this paper is to investigate how firm-generated content (FGC)
impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM) …

The aim of this study is to introduce a Consumer-Based Brand Performance Model (CBBPM)
to measure brand success. The CBBPM consists of four critical constructs—brand equity …

The study aims to investigate the determinants of brand loyalty in the apparel industry of
Botswana. A descriptive quantitative design was followed, and data were collected from …

In a world of global competition and changing consumer needs, brands have continued to
remain strategic drivers among competitive firms operating in the global and local …

A plethora of studies indicate that brand equity is an intangible asset that played a vital role
in increasing overall performance and customer preferences. The next logical questions …

In a competitive and brand conscious market like India, building brand equity of mobile
phones is a challenging task. The companies need to assess the prior experiences and …

En la presente investigación se determina la influencia de los social media influencer en la
decisión de compra de consumidores millennials de Arequipa-Perú, zona donde se percibe …

University branding has increased substantially, due to demands on universities to enrol
greater numbers of students, rising tuition fees, the proliferation of courses, the growing' …