Although there is a large body of research on brand equity, little in terms of a literature
review has been published on this since Feldwick's (1996) paper. To address this gap, this …

Online information quality (IQ) plays a critical role in influencing the quality of consumers'
experience and decisions in the online environment. Much research has been conducted in …

This research investigates the impact of social media marketing (SMM) on brand loyalty of
education institutions. With the rising utilization of social media platforms in higher …

Gender is one of the most common forms of segmentation used by marketers. However, not
enough data on gender differences has been collected in the field of consumer behavior …

Recently, researchers have paid increasing attention to the marketing strategy of
customization. A key assumption is that customized products create higher benefits for …

The present paper seeks to offer the most decipherable and widely applicable antecedents
of customer loyalty. It explores the extant literature on customer loyalty and brings out seven …

The concept of public engagement has suffered from a lack of a clear theoretical definition
and sound operationalization. This study conceptualized and operationalized public …

Brands are important in the consumer markets. They are the interface between consumers
and the company, and consumers may develop trust and loyalty to brands. The aim of this …

This present study proposes an integrated model of destination brand gestalt, and its effect
on brand attachment and brand loyalty. Specifically, it aims to investigate the aggregate …

We examine a model of six latent constructs and propose that true brand loyalty can be
explained as a result of five distinct antecedents: brand credibility, affective brand conviction …