The internet and its related e-technologies have to a large extent upset the asymmetry of
information that for so many years worked in favour of brand managers. Consumers are now …

Although there is a large body of research on brand equity, little in terms of a literature review
has been published on this since Feldwick's (1996) paper. To address this gap, this paper …

The purpose of the current study was to develop a scale to measure the consumer's engagement
with brand-related social-media content, based on three dimensions established in the …

Although brand equity is an important source of competitive advantage online, previous
conceptualisations and measures overlook the unique characteristics of the internet that render …

Previous research has established the benefits of branding for business-to-business (B2B)
organizations. Various tools can be used to support B2B brands, including the internet and …

Developed in response to the new challenges of the social Web, this study investigates how
involvement with brand-related user-generated content (UGC) affects consumers' …

This study contributes to the current dearth of knowledge on the potential of social media as
a marketing tool in industrial settings, by focusing on factors that determine social media …

The existing body of research knowledge on brand management has been predominantly
derived from business-to-consumer markets, particularly fast moving consumer goods and …

Using high-resolution gamma-ray spectroscopy, the terrestrial gamma radiation in all the
predominant types of geological rock formations appearing in Cyprus was measured. Soil …

This paper investigates the psychometric properties of Vigneron and Johnson's Brand Luxury
Index scale. The authors developed the scale using data collected from a student sample …