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 …

Brand equity, a strategic marketing asset, can elicit a welcoming, unique relationship that
characterizes the bond between products and customers. An essential aspect of brand …

Purpose–This paper aims to delineate the meaning, conceptual boundaries and dimensions
of consumer engagement within the context of online brand communities both in term of the …

This study investigates the mediating role of affective commitment in the link between
perceptions of corporate social responsibility (CSR) and the intention to participate in CSR …

The aim of this research is to investigate the influence of brand attitude (BAtt) and electronic
word-of-mouth (eWOM) on the willingness of customers to pay premium prices (WTPp) in the …

Purpose–This paper aims to examine whether the strength of positive brand relationship can
either mediate between trust, satisfaction, attitude towards the brand and loyalty or moderate …

Purpose By outlining the evolution of brand management research over the past 25 years,
as reported in the Journal of Product and Brand Management (JPBM), this paper aims to …

Purpose The purpose of this paper is to empirically investigate the factors affecting
consumer's fast fashion brand loyalty by examining US college students' perceptions and …

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 …

Purpose–This paper aims to look into contemporary thinking within the brand equity
paradigm, with a view to establishing avenues for further research on the drivers of brand …