Building a favorable sensory brand experience is crucial in services settings to strengthen
the competitive position of a brand and its equity. However, little empirical research exists in …

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 …

Rapport and rapport-building are fundamental building blocks of the sales process. As part
of the approach in personal selling, as well as a relationship-building mechanism, rapport …

Few studies have examined potential impacts of firm's capabilities upon industrial brand
equity, and it remains unclear how value co-creation exerts an effect in the capabilities …

Retail managers are critical to the effective performance of a firm given their key role of
implementing retailer strategy through the behaviors and attitudes that are instilled within …

This study investigates the relationship between in-store social atmospherics (crowd and
employees), satisfaction, and intention to revisit the store and word-of-mouth. We propose a …

In the current socioeconomic environment, brands increasingly need to portray societal and
ethical commitments at a corporate level, in order to remain competitive and improve their …

Decades of research in marketing has established that crowding (human and spatial) in
retail contexts significantly affects shopping satisfaction. Prompted by the profound changes …

Brand managers in most markets use some types of marketing inputs such as advertising to
build and manage their brands, with the objective of strengthening brand equity. Previous …

Wearing a facemask is an effective part of personal hygiene management (WHO, 2020). Not
only can it offer healthy people some protection against coronavirus disease 2019 (COVID …