...Pradeep Kumar Ponnamma Divakaran Purpose This paper investigates how stockist brand equity is created in the unorganized pharma retail sector in emerging markets despite the absence of any proactive brand-building efforts by distribution firms (stockists). In addition, this study also aims...

...Walter Macêdo de Assis; Bruno Vilela Purpose This study aims to analyze the effect of social media marketing (SMM), generated by doctors and dentists, on consumers’ purchase intention, via the influence of the value co-creation perception, brand equity and consumer brand engagement. Additionally...

...Alireza Sheikh; Newsha Asemani Purpose This study aims to examine the influence of brand awareness on brand equity with the mediating role of brand association and perceived quality. Design/methodology/approach This research is applied in terms of the objective and descriptive survey in terms...

... loyalty and brand equity. Service quality, supportive services and contextual services significantly affect customer experience. Customer involvement moderates the relationship between all the three antecedents and dimensions of customer experience. Research limitations/implications This study...

...Rajesh Kumar Srivastava Purpose The purpose of this paper is to study whether the controversy because of brand crisis based on quality had any impact on consumer brand equity, brand image, brand reliability, brand perception of quality, perceived value, brand sentiments and purchase behavior...

...Mohsin Altaf; Nageena Tabassum; Sany Sanuri Mohd Mokhtar Purpose The purpose of this paper is to investigate the impact of health-care quality of emergency medical services on brand equity of cardiac institutes by using industry-specific measure, 5Qs model of health-care service quality (HCSQ...