While about one-third of world's population is currently using social media, it has
fundamentally changed the landscape of marketing and the way product and company …

Brand equity is an essential concept in marketing academia and practice. The term came
into use during the late 1980s, and the importance of conceptualizing, measuring and …

Social media is forming an increasingly central part of how companies communicate their
marketing strategies to their customers. This study aims to provide an empirical analysis of …

Given the growing commercial importance of the “user experience”, better application of
gamification. Thus, this study aims at exploring the antecedents and consequences of user …

Consumers are using social media platform to gain and share knowledge on brands. In the
virtual environment, consumers are exposed to various online reviews on brands that leave …

This study presents a machine learning approach using conditional inference tree (Ctree) to
determine cognitive patterns that elicit consumer engagement into social media. Using the …

This study aims to develop a more comprehensive customer-based destination brand equity
model, compared to those examined in previous studies. In line with the research purpose …

Purpose Scholars have paid considerable attention to the importance of brand loyalty of
durable consumer products in developed markets. However, no study has investigated the …

It is generally known that the decisional process regarding to choose or not to choose a
brand is determined by anecdotal evidence. Having a great product without a strong …

This article examined and measured corporate social responsibility's (CSR) affection for
green brand equity in the banking sector based on customer perception in the emerging …