Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …

Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that
characterizes the bond between products and customers. An essential aspect of brand …

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 …

Consumer brand preference is an essential step towards understanding consumer choice
behaviour, and has therefore always received great attention from marketers. However, the …

Purpose–The purpose of this paper is to propose and test a model to better understand
brand equity. It seeks to investigate the effects of this construct on consumers' responses …

This study explores the relationships between two central elements of marketing
communication programs—advertising and sales promotions—and their impact on brand …

Combining survey data with real-market data, this research investigates brand awareness
from three perspectives. This study examines the relation between brand awareness and …

Purpose The purpose of this paper is to investigate the marketing results of video blogging
(vlogging). In particular, the authors are interested in understanding which video bloggers …

Purpose The purpose of this paper is to examine the relationship between brand equity and
customer behavioral intentions to repeat purchases, willingness to pay a price premium …

The restaurant business has been increasingly recognized for its ability to help mitigate
many negative environmental impacts. To develop a competitive advantage, green …