... effects of perceived quality and brand awareness on overall brand equity are mediated by brand loyalty. Research limitations/implications – Although the exclusion of brand associations’ dimensions in the SEM improves the validity of the constructs, it should be regarded as a limitation, given its...

...Cristina Calvo-Porral; Jean-Pierre Lévy-Mangin; Isabel Novo-Corti Purpose – The purpose of this paper is to address two issues. First research goal is about analyzing differences in perceived quality in higher education (HE) between a private and a public university centre. Second, the research...

...Vanessa Quintal; Ian Phau Purpose The purpose of this paper is to examine brand familiarity, extrinsic attributes, self‐confidence, perceived quality and six dimensions of perceived risk for their effects on purchase intentions between the prototypical and me‐too brands of MP3 players. Design...