... on consumer-based brand equity and continued usage intentions. The study also examines the moderating role of education. Design/methodology/approach The study utilized consumer-based brand equity (CBBE) and stimulus organism response (SOR) theories to develop a conceptual model. SMM activities were used...

..., components and the existing measurement approaches to determine the most established conceptual foundations for the development of holistic BE models. Moreover, we propose a BE chain from a holistic perspective that incorporates Consumer-Based Brand Equity (CBBE) and Firm or Financial-Based Brand Equity...

... 2016 07 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Structural equation modelling Ideology Credibility Entertainment Consumer-based brand equity Television channels Brand equity has become an important key...