Previous studies that studied brand relationships tended to ignore the relationship between brand experience and brand loyalty and the role of brand love and brand trust. Therefore, the main
Purpose: The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to
Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a
In the changing market scenario, insurance companies have realized the inherent value of brands and consider them valuable assets. Brand equity is the value buildup in a brand due to the positive
In the current socioeconomic environment, brands increasingly need to portray societal and ethical commitments at a corporate level, in order to remain competitive and improve their reputation.
