...Wenting Feng; Jingwen Liu; Tingting Shi; Zibo Qin; Jingya Xu Purpose The primary objective of this research is to explore the impact of luxury brand story types on brand equity. Design/methodology/approach This study adopts one secondary data analysis and three experimental studies...

...Suha Fouad Salem; Alshaimaa Bahgat Alanadoly; Mohammed Ali Bait Ali Sulaiman Purpose This study's aim was to investigate the role of the perceived values of gaming on consumers' perceptions of brands as cool as well as the impacts on the consumer–brand equity relationship. The study proposed...

... and brand equity. Design/methodology/approach A survey was conducted with 368 university students who watched videos of five companies on YouTube Brazil. The electronic form had 24 questions covering the constructs entertainment value, social value, functional value, likelihood to share, brand...

... and the benefits associated with agility in other domains, the application of agility in a social media context has yet to be explored. Further, little is known about how agility in a social media context impacts desirable customer-related attributes, such as customer engagement and customer-based brand equity...

... 2020 09 08 2020 22 09 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing Social networks CRM Customer value Online branding Business to business marketing Sales force management Value Brand equity...

...., 2018 , p. 23). Consumers’ participation and interaction with brands via brand pages or brand communities can enhance brand equity (Morra et al., 2018). Bruhn et al. (2012) explained that consumer-based brand equity associated with brand image is strengthened when both companies...

...Hardeep Chahal; Anu Rani Purpose The purpose of this paper is threefold: first, to develop and measure customer engagement scale in context to social media (SM); second, to elucidate the variables that impact customers’ brand engagement on SM and its impact in building customer-based brand equity...

... can be contacted at: iamchwn@gmail.com © Emerald Group Publishing Limited 2015 Social media marketing Social networking sites Brand equity Consumer behavior Relationship marketing Consumer loyalty The popularity of social networking sites, or SNSs (i.e. Facebook, Twitter...

...Bruno Schivinski; Dariusz Dabrowski Purpose – The purpose of this article is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity (CBBE) metrics through Facebook. Design/methodology/approach...

...Rosa E. Rios; Hernan E. Riquelme Purpose The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources. Design/methodology/approach These objectives were pursued by testing...