... affect customer-based brand equity (CBBE) in the retail banking sector through the mediating effect of customer engagement. Furthermore, it examines how brand innovativeness moderates the effect of CSR on customer engagement and CBBE. Design/methodology/approach Using a survey of 404 Chinese retail...

...Dhananjay Bapat; Linda D. Hollebeek Purpose The objective of the paper is to explore the relationship among perceived quality value, hedonic value, social value, price value, customer engagement and customer-based brand equity using stimulus-organism-response (S-O-R), customer engagement...

...Hoa Thi Hoang; Feng Wang; Quang Van Ngo; Man Chen Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment...

... recalled teams, in both aided as well as unaided recall. Thus, the Mumbai Indians were selected for further investigation. Relatedness Brand image Customer-based brand equity Concurrent sponsorship “Sponsorship is an investment, in cash or kind, in an activity, in return for access...

... on the corporate brand and leveraging previous positive product brand equity. This transition in the branding strategy requires that the (invisible) corporate brand begin to build customer-based brand equity from the single product’s brand equity that consumers recognise as familiar and well-known. From...