Abstract According to Marketing Science Institute (2002), one of the major objectives of
marketing research is to assess the strength of brand equity. It is imperative to acknowledge …

Brand equity is an important issue in marketing construct, which has been shown to
influence important marketing variables such as consumer's choice. The aim of this study is …

The introduction of Web 2.0 has provided a powerful platform to people for sharing
information related to any product or brand like new arrival, product quality, satisfaction or …

Small and medium enterprises–including those in the business consultancy industry–are
strategic for the development of the South African economy and for developing marginalised …

The competitive conditions of the market, the desire to reach the target group directly, and
the increasing interest of the consumers to the social media today make the use of social …

Outdoor advertising is one of the newest and the most important growing approaches to
promote a brand in today's urban environmental graphics. Regarding the effectiveness of …

The apparel industry faces increased competition from newcomers and imports, making it
crucial for local companies to maintain brand loyalty. This research aimed to determine the …

This study reports an examination of the relationship between a three-factor brand equity
measure (brand awareness, brand quality, and brand loyalty) and consumer response …

Resumen¿ Existen claves creativas comunes en los vídeos publicitarios virales que
constituyan un detonante para su difusión entre los usuarios de las redes sociales …

The main objective of this study is to investigate factors affecting brand equity in the Egyptian
banking sector. To achieve this objective, a structured questionnaire with close-ended …