Purpose–The purpose of this paper is to explore the direct and indirect influence of brand
experience on a customer's brand attitude, brand credibility and customer-based brand …

The study conceptualizes and empirically investigates an integrative relationship between
brand engagement, brand loyalty, overall brand equity (OBE) and purchase intention …

This study examines the effects of brand strength on satisfaction, loyalty and positive word-of-
mouth (WOM) behavior. We employed systematic sampling involving 948 respondents from …

This study investigates how customer value mediates the relationship between relationship
marketing and firm value, and how brand equity mediates the relationship between …

Globalization has substantially transformed the fashion industry. Firms that conduct
innovative marketing campaigns for SPA brands, also known as fast fashion, are operating …

Recent studies in various economic sectors in the USA, Brazil, China, South Korea, and
Australia provide evidence of the precursors of customer equity (value, brand, and …

Green attributes transparency presents new opportunities and challenges to advertisers.
This study developed a research framework to enhance consumers' willingness to adopt …

The current study advances the emergent literature pertaining to the impacts of brand, value
and relationship equities on consumer loyalty-intentions along three major fronts. First, key …

Purpose This study aims to investigate the role of three customer equity drivers on customer
repurchase intent in business-to-business (B2B) markets. It also explores the interconnected …

The uncertain stand in terms of product and service quality invites customers to get the
advantage of other customers' experiences in order to make a purchase decision. It has …