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Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
This study examines how the degree of fit between the brand extension and the parent brand, in the case of heritage sites, affects the extension’s brand equity-formation, considering the mediating role of brand attitude and brand credibility and the…
CONSUMER INERTIA IN TOILETRIES PRODUCTS: MEDIATION EFFECTS OF QUALITY PERCEPTION ON BRAND CREDIBILITY, BRAND SATISFACTION, AND BRAND COMMITMENT
Inertia is a phenomenon of repeat purchase patterns that consumers unconsciously follow because they are based only on habits. This study explores the phenomenon of inertia by focusing on the stimulants of brand credibility, perceived risk, and brand…