...Bushra K. Mahadin; Amjad Abu Elsamen; Mohammed Ismail El-Adly Purpose This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships...

... in advertising as a tool to increase competitiveness for SMEs. Design/methodology/approach An exploratory research design was used and in-depth interviews were conducted to get a better understanding of female Saudi young adults’ perceptions with regards to trust towards Instagram influencers, electronic...