...Manoj Das; Kirti Goyal Purpose The purpose of this study is to investigate how natural content ( NC ) and regional product ( RP ) influence green consumption values and how it leads to brand trust ( BT ) through brand love ( BL ). This study also assesses whether anticipated pride ( AP ), a self...

... by proposing a conceptual model grounded in the theory of planned behavior and examining the effect of user-generated content (UGC) and firm-generated content (FGC) dimensions on the brand usage intention (BUI) of sports brands across SM platforms through brand trust (BT) and brand engagement (BE). Design...

... (fsQCA). Findings Findings indicate that social media marketing activities strongly and positively influence self-brand connection, brand equity and brand trust. Moreover, brand loyalty was strongly and positively influenced by self-brand connection, brand equity and brand trust. Moreover...

...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...