... 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...

... previous studies – e.g. Keller and Lehmann (2006) , Kapferer (2004) , Feldwick (1996) , Raggio and Leone (2007 , 2009) – offered classifications for BE, as can be seen in Table 3 . Consumer-based brand equity Firm-based brand equity Financial-based brand equity Systematic review...

... 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...