...Jiahong Xu; Hefu Liu; Jingmei Zhou Purpose Advancements in augmented reality (AR) technology have increased the interest in improving brand equity by creating AR-enhanced branding experiences. However, despite the potential of AR branding, knowledge regarding the underlying mechanisms required...

...’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention. Design/methodology/approach The proposed research model is examined empirically using...

...Wei‐Tsong Wang; Hui‐Min Li Purpose The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value‐added services and the core factors of brand equity. Design/methodology...

... regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships to online brand equity (defined as “a set of brand assets and liabilities linked to a brand, its name and symbol that add or subtract from the value provided by a product...