121 Results Found

Tourism has been negatively impacted by the global COVID-19 pandemic, making it even more important for tourist destinations to focus on their brand equity from the perspective of their customers—visitors. The aim of this paper is therefore to verify...

Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market...

Instagram is used as an effective and visual marketing channel for building brand equity in the minds of consumers. Therefore, this study aims to classify Instagram marketing activities and analyze the associated effects on customer-based brand equit...

Customers are important intangible assets of firms. Customer equity (CE) and customer equity sustainability ratio (CESR) cannot only provide a crucial basis for measuring the growth potential of firms but also provide managers a reference standard to...

This study aims to examine the relationship among tourism destination brand equity (as parent brand), perceived fit, and customer behavior intention toward the extended MICE destination brand. It also identifies the moderating effect of place attachm...

Customer relationship management (CRM) is widely used in hospitality, yet the pathways through which customer-management practices are associated with brand advocacy remain insufficiently understood in local unique accommodations. This study examined...

In today’s service-driven economy, brands increasingly turn to social media marketing activities (SMMA) to build meaningful, long-term customer relationships. Grounded in social exchange theory (SET), this study examines how SMMA influences cus...

Due to the advances in digital technology, the environmental, social, and governance (ESG) concept has been transformed into the digital environmental, social, and corporate governance (DESG) model, which can be realized as a potentially vital strate...

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition amon...

This study examines the impact of Customer-based Brand Equity (CBBE) on passengers’ Willingness to Pay Premium (WPP) for airline tickets, comparing low-cost and flag airlines. The research is prompted by the competitive nature of the industry a...

Despite the increasing number of social media users and the advantages linked to agility in other areas, the implementation of agility within a social media framework remains unexamined. This study aims to examine how perceived social media agility i...

Customers’ repurchase intention is a key driver of sustained profitability for companies. However, the influencing factors of customers’ repurchase intention and their direct mechanisms of action are not yet clear. This study empirically...

This study analyzes the influence of apparel/clothing brand social media marketing activities (SMMAs) on brand equity and customer response in Pakistan. First, the current SMMAs are examined; then, we propose new attributes, i.e., fundamental social...

This study examines the determinants of city brand equity in the context of Riyadh Season, a large-scale cultural and entertainment festival in Saudi Arabia. Drawing on Aaker’s customer-based brand equity framework adapted to the city-brand con...

This study explores how customer perception of online shopping brands plays a key role in moderating the relationship between service recovery and perceived justice. We incorporated brand equity at the organizational level and brand identity at the i...

The purpose of this study is to contribute to the literature, understanding how the micro-segmentation strategies developed by the C2C e-marketplaces influence customer satisfaction, brand loyalty, trust, and brand equity by proposing a PLS-SEM model...

As AI-powered e-commerce platforms grow more capable of predicting customer wants, a critical question remains unexplored: what makes customers perceive these experiences positively? The rapid integration of artificial intelligence (AI) into e-commer...

This study examines the intercorrelations that exist between brand equity, expectation confirmation, and sustainable repurchase intentions within Saudi Arabia’s burgeoning e-commerce sector, emphasizing its cultural and digital transformation c...

The Kerper–Bowron (KB) Method (patent pending) projects expected claims at the individual contract level. This paper extends that cash-flow engine to manufacturer-warranty accruals and to three proposed uses: collateralized risk transfer, lendi...

Regardless of a customer’s social status, wealth, or country of origin, Apple products have been notorious for establishing trends in regard to electronic devices. As of 2019, China accounted for 17% percent of all Apple sales. This has been ma...

This article begins with the view that the research of accessible tourism should not only find justification for increasing demand but also have the ultimate purpose of seeking justice for an equitable society. To this end, prior research on accessib...

Local United Arab Emirates (UAE) inhabitants have shown heightened awareness and interest in renewable energy (RE), resulting in a rise in the installation of solar photovoltaic (PV) systems in their residences; however, electric utility earnings hav...

A company’s brand equity is built through sustainable development. Sustainability practices are increasingly being adopted by a wide range of organizations, with the aviation industry being particularly prominent. This trend can play a key role...

This review expands our insight into the ways the required adaptation to digital channels caused by COVID-19 has affected the creation of brand equity through social media marketing. Based on a systematic literature review, we propose a conceptual fr...

This study explores the concept of child-friendly airports, using Istanbul Airport as a case study to understand how such environments can enhance the travel experience for families with children. Through qualitative research methods, including focus...

The brand equity of banks plays a crucial role in determining customer behavior of using their services. The study aims to examine the impact of brand equity on conversion behavior in the use of personal banking services at commercial banks in Vietna...

This study focused on corporate social responsibility (CSR) to examine how retailers can distinguish themselves in the market and attain sustainability. It thus investigated the correlation between CSR, retailer equity, and consumer usage intention t...

The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achie...

This study investigates whether digital quality significantly shapes customers’ perceived service quality and examines the relative importance of its components—system, information, and service quality—as brand equity factors. Speci...

Vietnamese IT businesses have expanded internationally and have reached a turning point with opportunities and challenges typical when establishing a global brand. To assist Vietnamese IT firms in the development of branding strategies, this study in...

Retailer equity is becoming a very important factor in determining discriminatory competitive advantage under rapidly changing conditions of distribution. This study conceptualizes various retailer equity aspects considered in the retail industry and...

Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as media...

Sustainability-driven products rely heavily on market success and customer awareness to achieve their intended impact. While knowledge-based enterprises (KBEs) are committed to enhancing the sustainability of their products and services, they often f...

This study aimed to identify the impact of the e-marketing mix on brand equity in the Jordanian banking sector. This study used a descriptive analysis approach. The study population consisted of all (13) commercial banks in Jordan listed on the Amman...

This study aims to investigate the impact of Social Media Activities on brand equity (brand awareness and brand image). A cross-sectional quantitative study has been conducted using a validated questionnaire distributed to a convenience sample of 362...

This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected...

Service value is a crucial dominant indicator in customer decision-making. However, there is a lack of hospitality literature that investigates the multi-dimensional service value in emerging markets. Thus, this study aims to create a multi-dimension...

This study analyzes the influence of corporate social responsibility (CSR) from a multidimensional sustainable development approach on customer loyalty and satisfaction through the mediation of customer identification. CSR is a key concept for banks...

The present paper analyzed the influence of ethically minded consumer behavior on retailer’s commitment to sustainable development as perceived by the consumer, and their contribution to the chain of relationships “store equity–loyalty–word of mouth...

Leading brands have begun to implement artificial intelligence-driven virtual try-on (AI VTO) technology, which helps reduce returns and increase conversion rates, repeat purchases, and customer loyalty. This research aimed to examine how retail user...

Few studies have addressed how customer concentration affects the decision of a firm’s research and development (R&D) strategies and then innovation outcome. Using a sample of China’s listed companies for the period from 2009 to 2017,...

In the evolving realm of digital marketing, digital integrated marketing communication (IMC) has emerged as a critical factor in building and maintaining brand equity for sustainable tourism destinations. This research examines the impact of digital...

Branding refers to the distinctiveness of an organization that differentiates it from its competitors and builds loyalty with customers. Brand trust is the confidence consumers have in a company to deliver consistently against their expectations of t...

This study explores the relationship between corporate performance and corporate social responsibility (CSR) initiatives in the Ecuadorian banking environment. The first model employs both return on assets and return on equity as proxy for the financ...

In comparison with the rapid adoption and growth of mobile technologies worldwide, mobile payment services are being adopted at a slower pace than expected. In the literature, most studies about customers’ use of mobile payment have focused mainly on...

Since the COVID-19 pandemic has forced most industries to embrace an online platform utilizing technological breakthroughs, it has significantly impacted our daily lives. Businesses that use marketplaces to sell and trade products to customers while...

Corporate carbon reduction is essential for sustainable development, yet little is known about whether equity linkages within supply chains facilitate firms’ low-carbon transition. Using data on Chinese A-share listed firms from 2008 to 2022, t...

As the complexity of modern-day retailing currently complicates businesses, a very key study area that has emerged is how sustainability initiatives can be complemented with brand equity and omnichannel operations. The specific purpose of this study...

This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in...

In the second decade of the 21st century, social media changed the nature of communication and cooperation between participants of the culture services market. They became, among other things, an important marketing instrument in the area of contact...