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 …

Although consumer behaviour (CB) is one of the most researched areas in the field of
tourism, few extensive reviews of the body of knowledge in this area exist. This review article …

Peningkatan ekuitas merek menjadi salah satu strategi pemasaran yang efektif untuk
memengaruhi kepuasan pelanggan dan keterlibatan pelanggan di era digital. Perusahaan …

Scholars and practitioners have long acknowledged the importance of offering superior
service quality in creating long-term bonds between customers and their brands. However …

Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

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 …

Customer value co-creation behaviors play a crucial part in determining customer
satisfaction. However, few restaurant literatures have examined how innovativeness …

Generational theory posits that generational cohorts develop similar attitudes and beliefs.
Gen Y, Millennials, will become the largest customer segment for hotels worldwide. This …

Value co-creation with customers has emerged as a relevant topic at both academic and
managerial level. Considering the positive outcomes derived from value co-creation, firms …

In recent years, social enterprise issues have developed rapidly both in Taiwan and around
the world. Consequently, social enterprises utilize several different business models and are …