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 …

Multiple scales measuring a customer's, or consumer's, engagement (CE) with a brand or
specific brand elements (eg, advertising/social media content) have been proposed in the …

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of
tourist satisfaction and the moderating role of destination familiarity | Emerald Insight Books …

In today's competitive environment, higher education needs to find an effective way to
convey its brand to prospective students. Given that the “digital native”(Gen Z) is becoming …

Festival branding is of great significance to festival tourism marketing and competitive
advantage. The research framework deepened the application of the Customer-Based …

Purpose This paper aims to further the knowledge of what effect destination and tourist
social media communications have on destination brand equity. Design/methodology …

Purpose Pet-friendly hotels are growing rapidly. The prevalence of pet adoption has largely
resulted from the loneliness due to social distancing that happened during the Coronavirus …

This study intends to examine how Brand Credibility is influenced by Brand Familiarity and
Perceived Quality. Purposive sampling is the sampling method used in the research, which …

The purpose of this study is to examine, using the Marhen. J brand as a case study, the
effects of brand familiarity on perceived quality and brand credibility. Methods of quantitative …

Purpose The purpose of this study is to propose a conceptual framework for measuring and
managing employee-based brand equity. Drawing upon existing research, the authors …