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 …

Transformer, an attention-based encoder–decoder model, has already revolutionized the
field of natural language processing (NLP). Inspired by such significant achievements, some …

Peningkatan ekuitas merek menjadi salah satu strategi pemasaran yang efektif untuk
memengaruhi kepuasan pelanggan dan keterlibatan pelanggan di era digital. Perusahaan …

Celebrity endorsement is a form of marketing communication done both online and offline as
it creates a positive brand attitude. However, its effectiveness in influencing customers' …

This study examines how brand communication influences consumer‐based brand equity
(BEQ) through social networking sites in the presence of brand attachment (BAT) as a …

Purpose Although brand equity (BE) is a widely accepted concept, its definition is still
elusive, and researchers have not reached a consensus about which measures provide the …

This study discusses a model to discuss the effect of electronic service quality that influences
purchase intentions, but with brands that affect both. a brand can be a major force in …

This study analyzes the relationship between consumers' values and their reasons for and
against perceived value co-creation as well as their behavioral intentions related to using …

Natural personal care products are gaining popularity due to their benefits in terms of health
and well-being. However, consumers are wary of these products and are guided by the fake …

This paper aims to identify the antecedent role of brand awareness in other dimensions of
consumer-based brand equity (CBBE) and its impact on purchase intention. It is a …