Because products are rarely described completely, consumers often form inferences that go
beyond the information given. We review research on the processes, bases, and the …

Brand equity is a concept born in 1980s. It has aroused intense interest among business
strategists from a wide variety of industries as brand equity is closely related with brand …

Purpose The purpose of this paper is to explore the relationship among greenwashing,
green brand equity, brand credibility, green brand associations and purchase intention …

This paper aims to explore the relationships between place attachment and perceived
authenticity of major visitor attractions. The empirical study was conducted with a sample of …

In Business-to-Business (B2B) environments, many firms focus their branding activities on
the dissemination of their brand name and logo without develo** a more comprehensive …

Product experience seduces consumers into believing that they learn more than is actually
so. There are several reasons for this. First, experience is more engaging than most attempts …

Purpose–The main purpose of the current work is to analyse the role played by the family on
consumer‐based brand equity. In the proposed model, information of a brand provided by …

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We extend existing theories of entrepreneurial learning and highlight the effects of heuristics
under two different learning contexts: experiential learning and vicarious learning …

An ever-growing literature has reported consumer bias toward national origins of products,
and has explored factors that moderate such bias. Researchers have assumed, if only …