... marketing activities, self-brand connections, brand equity, trust and loyalty. Design/methodology/approach A total of 402 valid responses were collected from Amazon MTurk, and the data were subjected to partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis...

... using structural equation modeling in SmartPLS4. Findings The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social...

...Abdul Qayyum; Raja Ahmed Jamil; Amnah Sehar Purpose This study aims to examine the negative effects of excessive product packaging (EPP), greenwashing and green confusion on green brand equity (GBE). Furthermore, the moderating role of brand credibility in mitigating the negative effects of green...

...Umesh Ramchandra Raut; Prafulla Arjun Pawar; Pedro Quelhas Brito; Gyanendra Singh Sisodia Purpose This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design...