Purpose This paper aims to critically review the most cited literature published from 2000 to
2020 in 24 top-ranked marketing journals on the three most studied branding concepts of …

This paper analyzes the scientific research on brand equity published over the last three
decades, based on data from the Web of Science (WoS) and Scopus databases. The …

Findings of two experimental studies show that Instagram influencers with high numbers of
followers are found more likeable, partly because they are considered more popular …

In today's marketplace, consumers want brands to take a stand on sociopolitical issues.
When brands match activist messaging, purpose, and values with prosocial corporate …

Scant evidence is available on of how social media marketing activities influence brand
equity creation and consumers' behavior towards a brand. This research explores these …

The present study is grounded in social exchange theory and resource exchange theory. By
exploring customers' satisfaction with chatbot services and their social media engagement, it …

The purpose of this study was to explore the underlying mechanisms through which the use
of social media affects endorser effectiveness. Based on theories related to parasocial …

Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand
awareness, and brand image | Emerald Insight Books and journals Case studies Expert …

This research draws upon the increasing usage of AI in service. It aims at understanding the
extent to which AI systems have multiple intelligence types like humans and if these types …

The trend of introducing organic private label (OPL) products aim to attract health-conscious,
environmentally concerned consumers and create store loyalty. Within this context, this …