Purpose: Unprecedented communication features of social media noticeably reinforce the active role consumers in value co-creation (VCC) offline and online brands including media. From consumer perspective, this study examines a contribution VCC behavior to consumer-based brand equity (CBBE) consequent intention use based on Instagram as most popular platform Kazakhstan. Methodology: A web-based...

Although social media-based brand equity has become a vital area of interest for managers, insights into its destination-based dynamics and applications remain scarce, specifically in the destination context. To address this gap, we develop test theoretical model to investigate role marketing organization-generated tourist-generated media communication determine awareness image Gilgit-Baltistan...

In the integration with world economy, a large number of universities are gradually increasing, leading to strong competition. Therefore, building and managing university brand is one key strategic solutions enhance students’ loyalty towards university. This paper applied equity theory customer-based (CBBE) models assume impact image on loyalty. PLS-SEM was employed for data analysis by Smart- ...

and others at both organizations for their support and valuable input. Special thanks to Grey Advertising's Ben Arno who suggested the term brand resonance. Additional thanks to workshop participants at Duke University and Dartmouth College. MSI was established in 1961 as a not-for profit institute with the goal of bringing together business leaders and academics to create knowledge that will i...