... a novel attempt to formulate a brand relationship quality index using formative measurement indicators, and as per the authors’ knowledge, has not been attempted by prior researchers in this domain. Kishalay Adhikari is the corresponding author and can be contacted at: kishalayadhikary@gmail.com...

... equity both directly and indirectly through cognitive, emotional and behavioral CBE. Brand equity Consumer brand engagement Brand relationship Formative measurement Sensory brand experience Janne Hepola is the corresponding author and can be contacted at: janne.m.hepola@jyu.fi ©...