In recent years, the metaverse has garnered significant attention as a term referring to a
network of 3D virtual worlds that integrate elements of both physical and digital worlds …

The emergence of digital data and the methods used to analyze them are revolutionizing
marketing research. The vast quantity of data offers marketing researchers countless …

Gamification has become a popular technique in marketing. Many companies believe that
gamification can potentially increase the engagement, awareness and loyalty of consumers …

In the last decade, the use of smartphones has grown steadily. The way consumers interact
with brands has changed owing to the accessibility of internet connection on smartphones …

This paper develops a multi-disciplinary measure of the brand signature construct by means
of literature review and primary data analysis. This study explains that brand signature …

In markets where products and services have become similar, with no major functional
differences and where consumer choices are more and more influenced by emotional …

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 …

In their quest for retaining or enhancing their overall brand equity, firms engage with their
customers. This study investigates if brand engagement blossoms in brand love and the …

In a post-pandemic era marked by thriving digital payments and e-commerce transactions
due to physical distancing norms, the growth of mobile payments or E-wallets is expected to …

This paper presents a review about the impact of brand equity and brand awareness on the
purchasing intentions of the consumers. The purpose of the paper is to elaborate the relation …