Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in competitive market. This study investigates impact customers’ CSR perceptions on their purchase intentions as mediated by brand equity, credibility, and reputation order identify benefits integration for business development. The employs a quantitative approach collect dat...

This study examined the impact of social media marketing on online purchase intention, with brand attachment, trust, and equity acting as mediating factors. The problem addressed in this research is lack understanding regarding reasons for low adoption shopping Iran despite increasing popularity internet, originality lies exploring factors proposing testing a conceptual model that influence Ira...

Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – Th...

If two hospitals are providing identical services in all respects, except for the brand name, why are customers willing to pay more for one hospital than the other? That is, the brand name is not just a name, but a name that contains value (brand equity). Brand equity is the value that the brand name endows to the product, such that consumers are willing to pay a premium price for products with...