...Pallab Sikdar; Charles Jebarajakirthy; Ruturaj Baber; Amee Agrawal; Haroon Iqbal Maseeh; Anubha Purpose This study aims to systematically review the experiential marketing (EM) literature by synthesizing the scholarly articles on this domain. Design/methodology/approach This study adopted...

...Christine Ye Purpose The emerging role of digital technologies in the luxury sectors is well documented. Despite the growing scholarly interest, there is a scarcity of research that synthesizes the current knowledge. In response, this study conducts a systematic review to better understand...

... green purchase intention. Originality/value To the authors’ knowledge, this study represents the first attempt to review the extant literature in green skepticism by integrating a systematic review approach, lexicometric analysis and the Theory-Context-Characteristics-Methodology framework. Through...

... equity Firm-based brand equity Financial-based brand equity Systematic review The indirect approach is the origin of the BE estimation process, which involves the set of memory-based associations of a particular brand in the minds of consumers (Keller, 2003). Since CBBE is a multidimensional...