Articles tagged with: brand equity

Assessing the influence of green marketing on consumers’ word-of-mouth through the mediating effect of brand equity dimensions

Bassel Maaliky, Mazen Massoud, Radwan Choughari
Innovative Marketing Volume 21 2025, Issue #2

Analyzing the impact of viral marketing on brand equity dimensions in Egypt’s home appliances sector: A customer and legal perspective

Abdelrehim Awad, Ahmed Moustafa Aldabousi
Innovative Marketing Volume 20 2024, Issue #4

Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry

Wong Chee Hoo, Chai Yi Xin, Visal Moosa
Innovative Marketing Volume 20 2024, Issue #1

The impact of consumer-based brand equity on consumer attitude and intention towards electronic word-of-mouth: An empirical study on luxury brands in Saudi Arabia

Nada Saleh Badawi, Amani Ahmed Basif
Innovative Marketing Volume 19 2023, Issue #3

Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism

A. Shivakanth Shetty, Nagendra Belavadi Venkataramaiah, Kerena Anand
Problems and Perspectives in Management Volume 17 2019, Issue #4