The purpose of this study is to investigate the relationship between corporate social
responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the …

Purpose The objective of this study was to investigate the relationship between various
drivers of consumer-based brand equity (CBBE) for m-payments and to demonstrate …

The rise of the Internet has enabled the consumers to share their brand related emotion in
social media brand communities. Members of brand communities frequently use the …

The ongoing transformation of branding in developing countries remains under-researched
despite its central importance to competitive advantage. The Egyptian banking sector is a …

Purpose Few extant studies have focused on digital rituals and investigated the relationship
between them and customer citizenship behavior in the context of online brand communities …

This study explores the transformative impact of a digital platform integrating social media
platforms like WeChat and Weibo with social e-commerce applications such as RED on …

Purpose The purpose of this study is to investigate the contribution of social media teams to
firm social media performance. Although social media teams are tasked with planning …

Luxury brands have engaged in social media use, becoming exposed to a wider market but
confronting the exclusivity and uniqueness linked to these brands. This paper explores the …

Corporate brand storytelling is gaining significance as social media and company websites
become crucial avenues for consumer engagement. As part of an effort to create …

Current global businesses focus on interacting with customers by creating an online brand
community to create market venues to be more successful. However, creating a venue for …