In recent years, the number of celebrity-founded makeup brands in North America has increased rapidly, capturing significant attention from consumers and the media. Singers, actors, and influencers are leveraging their personal branding to launch their own makeup product lines. While these ventures benefit from raising visibility, traditional makeup brands continue to launch new products but face increasing competitive pressure. This paper takes celebrity identity as the core research variable and explores its role in shaping brand growth, communication strategy, and brand health within celebrity-founded beauty ventures. The paper adopts three models for analysis. First, beginning with using the Social Media Value Chain model, the study finds that celebrity brands generate more user-driven content and higher engagement rates. Then, the Brand Health Radar model reveals that celebrity-led brands excel in emotional connection and community vitality. In conclusion, this paper argues that celebrity identity reshapes brand performance through enhanced visibility, user participation, and deeper emotional attachment and symbolic association.

Purpose This article describes the strategic role of hospitality internal branding initiatives in workplace brand dedication to address ongoing challenges within the hospitality labor market and identify current research gaps related to the internal branding strategies. Design/methodology/approach Following the Context-Intervention-Mechanisms-Outcomes framework, we conducted a systematic review and meta-analysis, synthesizing 68 peer-reviewed papers on hospitality internal branding. Subgroup analysis was performed to detect the moderating role of culture within the internal branding initiative and brand dedication. Findings Based on the systematic review, we proposed an overarching model with macro- and micro-internal branding initiatives as well as attitudinal or behavioral workplace dedication in the hospitality industry, along with the research gaps. Our meta-analysis showed that internal brand communication and brand knowledge are most critical to workplace brand dedication, and culture is a feasible moderator in these relationships. Originality/value We contribute to the literature by synthesizing internal branding research in hospitality, identifying trends and gaps, and providing meta-analytic evidence on key drivers of workplace dedication. Additionally, we examine culture as a moderating variable and highlight the need for further exploration of potential moderators, addressing a key limitation in internal branding research.

This study examines how consumer community building-both online and offline contributes to sustainable brand loyalty for IKEA India in Bangalore. In an experience-driven retail environment, strong brand communities can foster lasting customer relationships reflected in repeat purchases, positive word-of-mouth, and brand advocacy. IKEA, known globally for its home furnishing solutions, actively cultivates community engagement through in-store workshops, sustainability activities, and digital social communities. A primary survey of 300 Bangalore consumers who have visited IKEA was conducted using a structured Likert-scale questionnaire measuring Community Engagement (CE), Influencer Impact (II), and Brand Loyalty (BL). The study employed reliability testing, descriptive statistics, correlations, regression analysis, and chi-square tests. Results indicate strong reliability across scales (α = 0.78–0.84), moderate-to-high levels of CE and BL, and significant positive relationships between CE–BL (r = 0.62) and II–BL (r = 0.50). Regression findings show CE (β = 0.46) and II (β = 0.31) jointly explain 51% of the variance in BL, establishing CE as the strongest predictor. Gender showed no significant association with loyalty. The study concludes that enhancing community engagement and integrating authentic influencer collaboration can significantly strengthen IKEA’s sustainable brand loyalty in Bangalore. Future research could adopt longitudinal or multi-city approaches for broader validation.

Immersive technologies, including virtual, augmented and mixed reality, in conjunction with the metaverse, are reconfiguring the landscape of brand communication by engendering interactive, multisensory experiences that extend beyond the confines of conventional media. Within the Marketing 6.0 paradigm, which is grounded in empathy, personalization and co-creation, immersion emerges as a key source of innovation and strategic growth. The present study explores immersive marketing through case analyses, including Gucci Garden in Roblox, IKEA Place in AR, “Volvo Reality” in VR and virtual concerts in the metaverse. These illustrations demonstrate the manner in which digital environments can foster cultural interaction and participatory storytelling. The paper introduces the Three-Pillar Model of immersive marketing, encompassing the concepts of immersion, personalization and co-creation, and demonstrates their interdependence in shaping meaningful consumer engagement. Rather than being regarded as a transient trend, immersive marketing is presented as a strategic direction for the future of brand communication and a catalyst for human-centered innovation in an increasingly hybrid digital world.

The article deals with the problem of changes in traditional customer motives, habits and preferences on the background of fast and large-scale digital transformations. It was pointed out that virtualization and brand new information and communication technologies render multiply effect by covering not only customers but also the field of business activities, goods markets and by turning them drastically into new institutions of digital reality. Attention was focused on the fact that today a new model of consumption and its new archetype i. e. digitalcustomer have been formed. It was highlighted that dematerialization of various deals in the field of value exchange, economic entities’ rejection from real contacts and preferences of on-line-communications are stipulated by a new type of rationality and namely, by wish to minimize different transactions and maximize usefulness. A conclusion was drawn that patterns altering customer behavior are initiated not only by fast changes and continuous arising of innovation but also by mental, individual and personality aspects, value landmarks and personal qualities. The research findings can extend our ideas about the process of customer decision-making and features of behavior practices in times of large-scale digital shift.

Purpose: This paper will discuss the way in which the Mongolian yak jerky could be re-packaged as a high-end sustainably-positioned snack to the Chinese market that is traditionally consumed as a pastoral item. It is proposed to determine the strategic, value-chain, consumer, and territorial branding variables that allow launching the product at the premium market, and overcome the structural deficiencies in the livestock industry of Mongolia. Methodology/Approach: The study has an integrative qualitative approach that involves a systematic literature review, strategic market intelligence analysis, cross-border regulatory analysis, and value-chain diagnostic report. The secondary sources were supplemented by the synthetic dataset that needed to reflect indicative patterns at the consumer perceptions, processing quality, export preparedness, and benchmark competition. Originality/Relevance: The study is the first to develop a comprehensive framework of the association between sustainable value-chain upgrading, strategic intelligence, and territorial branding to the premiumization of a pastoral meat product in a foreign market. It provides a way forward based on evidence of emerging economies aiming to modernize the traditional livestock systems and establish high value niches in the form of Sustainable Competitive Intelligence. Key Findings: The findings indicate that purity, healthiness, and cultural authenticity are the product attributes based on sustainability that the Chinese consumers value highly. Value-chain diagnostics indicates a high level of positive relationships between hygienic compliance, packaging quality and export preparedness. This means that as indicated by benchmarking, the Mongolian yak jerky is in a potential premium position but needs better packaging, flavors, and brand communication. The partnership between the sustainability, modernization, strategic intelligence, and territorial identity proves to be the key to the successful establishment in the market. Theoretical/Methodological Contributions: The research contributes to the Sustainable Competitive Intelligence theory by showing how the use of intelligence in decision-making can aid in cross-border value-chain upgrading and sustainable market alignment. It is also a contribution to the literature of COO and territorial branding because it demonstrates how ecological authenticity and nomadic identity might be developed into market strength when backed by quality control and processing standardization. In terms of methodology, the research depicts the (analytical) usefulness of synthetic data in conducting exploratory research in under-reported industries.

The effect of brand image on customer loyalty toward supplementary products market are a critical aspect of marketing strategy, particularly in the health and wellness industry. This study aims to investigate the relationship between brand image and customer loyalty specifically within the context of supplementary products. By analyzing survey data collected from a diverse sample of consumers, this study seeks to identify key drivers of brand image and loyalty in the supplementary product market. It will employ statistical techniques such as regression analysis to assess the strength and significance of relationships between variables. Through a comprehensive review of existing literature and empirical research, this study will explore how various elements of brand image, such as perceived quality, trustworthiness, and alignment with health goals, influence consumer loyalty toward Supplementary products. It will also examine the role of factors like brand reputation, packaging, marketing communication, and consumer perceptions of product efficacy in shaping brand image and subsequent loyalty. The findings of this study are expected to provide valuable insights for Supplementary products manufacturers and marketers seeking to enhance brand image and foster greater consumer loyalty. By understanding the factors that drive consumer perceptions and behaviors in this market segment, companies can develop more effective branding strategies, product formulations, and communication approaches to attract and retain loyal customers. Ultimately, the study aims to contribute to the body of knowledge on brand management and consumer behavior in the context of health-related products. Keywords: Customer Loyalty, Brand Image and Supplementary Products.

Introduction Artificial intelligence (AI) technology empowers businesses to bypass designers and create brand logos directly through AI tools. We focus on the effectiveness of AI-generated logos in brand communication when AI acts as an autonomous designer. Relevant research on visual attention has demonstrated the beneficial impact of innovation and relevance on brand communication. However, the combined impact of innovation and relevance on users’ sustained attention in AI-generated logos remains unclear. Methods To address this gap, this research demonstrates the synergistic effect of innovation and semantic relevance on users’ sustained attention under different creator type through two studies. Results Specifically, Study 1 explored the synergistic effect of innovation and semantic relevance on cognitive evaluation, emotional evaluation, and sustained attention using 434 questionnaires, and also observed the mediating effect of cognitive evaluation and emotional evaluation. The mediation regression model found that the synergistic effect of innovation and relevance significantly affected users’ cognitive evaluation ( F (3,428) = 19.262, MSE = 0.785, p < 0.001) and sustained attention ( F (3,428) = 4.197, MSE = 0.737, p < 0.05), with cognitive evaluation playing a mediating effect. Building on these findings, Study 2 verified the moderating effect of creator type by employing 54 valid eye-tracking samples. The results indicate that disclosure of creator type significantly moderates the degree of users’ cognitive evaluation and sustained attention. Discussion When the creator type was disclosed as AI, logos with high innovation and semantic relevance tended to receive sustained attention, and users exhibited more positive cognitive engagement. In contrast, when the creator type was disclosed as human, logos with weak semantic relevance received more sustained attention. These findings provide a basis for integrating AI tools and human creativity in future design.

Purpose This study explores how green brands use pun rhetoric strategies to influence consumers' positive emotions before and after public health emergencies, highlighting the moderating role of semantic situations (“Present” vs “Future”) in interactive marketing. Design/methodology/approach To extract topic sentiment patterns from Chinese social media content, a mixed-methods approach, combining BERTopic and SnowNLP, is employed. An empirical study is then conducted to examine how pun rhetoric strategies influence consumers' positive emotions in different semantic situations. Findings The findings indicate that the green brand pun rhetoric strategy significantly enhances consumers' positive emotional responses, with the effect being more pronounced in future semantic situations and diminished in present semantic situations. Originality/value This study extends the application of green brand rhetoric strategies into the realm of interactive marketing, broadening the theoretical scope of benign violation theory within green communication contexts. Furthermore, it introduces semantic situations as a moderating mechanism and proposes a “rhetoric strategy–semantic situation” framework to elucidate how green brands can shape consumer emotions. These contributions provide new theoretical insights and actionable guidance for optimizing green brand communication strategies.

Aim/Purpose: This study aimed to investigate the influence of social media usage on fundamental branding impacts, i.e., Consumer Engagement, Brand Awareness, Brand Image, and Brand Loyalty. Its objectives included both direct and indirect effects of social media usage on the above variables.Ultimately, this study aimed to produce empirically based information on how organizations can strategically use social media sites to increase brand capital in the digital age. Introduction/Background: As the world has become increasingly digitalized, social media websites have emerged as important tools for organizational strategy, allowing consumer interaction, facilitating brand recognition, and building consumer loyalty. Social media platforms such as Facebook, Instagram, and X (Twitter) offer brands immense opportunities for interacting with target markets and constructing brand communities. But whereas there is broad recognition of the strategicimportance of social media in modern marketing theory, the specific causal mechanisms by which social media usage affects important metrics like brand awareness and loyalty are not well understood. This study addresses this gap in the literature by rigorously examining the effect of social media usage on fundamental branding constructs and consequent consumer attitudes and behaviors. Methodology: A quantitative research design was employed in this study, and Structural Equation Modeling (SEM) was used to rigorously test hypothesized relations among Social Media Usage (SMU) and specified brand-related outcomes. Data were collected from a sample of 300 Thai social media users recruited through a non-probability convenience sampling technique. A carefully crafted web based questionnaire survey was employed to determine respondents' attitudes regarding SMU, consumer engagement, brand reputation, brand awareness, and brand loyalty factors. Data thus gathered were subsequently readied for SEM to analyze the estimated direct and indirect effects hypothesized in the theory framework and thereby evaluate how social media usage translated to the brand's performance indicators. Findings: Statistical analysis revealed strong empirical evidence regarding the effects of social media usage. Findings indicate that SMU positively and significantly affected consumer engagement, brand reputation, and brand image. These, in turn, were revealed to positively affect brand loyalty. Specifically, path analysis indicated that social media behavior strongly predicted increases in brand awareness (β = .70, p < .01) and improvements in a brand image (β = .33, p < .01). Moreover, consumer engagement, found to be influenced by social media usage, was also identified as a mediating variable that significantly influenced the relationship between SMU and brand loyalty. Additionally, the analysis confirmed brand image and brand awareness as key antecedents, positively predicting brand loyalty. The findings collectively supported the central role of strategically using social media in building brand visibility, creating favorable brand perception, and ultimately inducingconsumer loyalty. Contribution/Impact on Society: The current research is an essential contribution to the literature in the area of social media marketing, since it presents robust empirical evidence for the direct and indirect effects brought about by social media usage on significant brand-related consequences. The findings specifically elucidated the role of consumer engagement as a mediator in the process towards stronger brand loyalty. Moreover, the study prescribes and examines a model charting the nomological network among SMUs, brand awareness, brand image, consumer interaction, and brand loyalty. The results hold practical importance to marketing managers and firms dedicated to refining and optimizing their social media campaigns to improve branding efficiency and ensure competitive advantage in contemporary marketplaces. Recommendations: Empirical findings suggest that firms should invest in engaging social media content designed to stimulate active user interaction, thereby enhancing brand visibility and positive perceptions. Maintaining consistent brand messaging across digital touchpoints and strategically leveraging user-generated content is crucial for fostering authenticity and trust. Furthermore, social media campaigns should be planned to simultaneously improve both brand awareness and consumerengagement, which are essential antecedents for building sustainable brand loyalty. Limitations of the Study: This research had certain built-in limitations worth mentioning. First, reliance on self-reporting enables response biases, and the application of a non-probability convenience sampling process may constrain the generalizability (external validity) of the outcome outside of the selected sample that was surveyed. Furthermore, the sample was confined to active social media users and so may not be representative of the attitudes or behaviors of the general consumer populace. Finally, the application of a cross-sectional research design inevitably precludes firm causal connections between the variables of interest; reported associations should accordingly be viewed circumspectly in causal terms. Future Research: Acknowledging current limitations, future research directions include: 1) Implementing longitudinal studies to examine temporal processes and potential causal effects of social media engagement on brand loyalty development over time; 2) Comparing the heterogeneous impacts of different social media platform types (e.g., Instagram vs. Twitter) on branding metrics like awareness, image, and loyalty; 3) Using qualitative techniques (e.g., interviews, focus groups) to gaindeeper understanding of subjective consumer experiences and motivations involved in social media engagement and loyalty formation.

Against the backdrop of global health anxiety and the shift of healthy consumption to a social norm, the sugar-free beverage market has grown rapidlyChinas market scale expanded from 5.66 billion yuan in 2018 to 31.28 billion yuan in 2023 with an annual growth rate over 40%. Using Yuanqi Forest and Coca-Cola Zero as typical examples, this study investigates the factors that influence customers' purchase intentions for sugar-free beverages under health anxiety. It also looks into how consumer attitudes and behavioral intention are influenced by perceived health benefits, brand communication, and emotional assurance. The study also looks at how cultural health views, marketing narratives, and product positioning variations affect the psychological process from worry to purchase decision. Adopting systematic literature review (screening 32 core documents following PRISMA 2020) and SWOT analysis, it identifies health anxiety as a core driver, with product value and brand awareness as mediating factors. Results show both brands excel in health-aligned products and channel innovation but face homogenization, safety controversies, and price wars. Recommendations cover product innovation (e.g., allulose R&D), targeted marketing, channel diversification, and industry standardization, providing insights for sustainable market development.

Purpose This study investigates the impact of emojis as symbolic and behavioural triggers on online brand experience (OBE) and purchase intentions (PIN) among Generation Z (Gen Z) e-commerce consumers. It examines how emojis impact identity formation, authenticity, cultural relevance, social validation, emotional engagement and cognitive ease in digital brand interactions. Design/methodology/approach A quantitative research design was adopted, with data collected from 510 Gen Z respondents in India using purposive sampling. The respondents completed a structured survey of their perceptions of emojis in brand communication. Partial least squares structural equation modelling was employed to analyse the relationships between emoji-related constructs and their influence on OBE and PIN. Findings The study revealed that emojis significantly enhanced OBE through emoji-centric identity formation, perceived authenticity, cultural relevance, social validation, cognitive load reduction and emotional priming. A strong positive relationship was observed between the OBE and PIN, underscoring the potential of emojis to shape Gen Z's digital engagement and purchase behaviours. Practical implications Marketers targeting Gen Z members should strategically leverage emojis to enhance brand communication. Authentic and culturally relevant emojis can strengthen brand identity and trust, while reducing cognitive effort and fostering emotional connections. These strategies can increase engagement and drive purchasing decisions among Gen Z consumers. Originality/value This study integrates symbolic interactionism and Fogg's behavioural model to develop a comprehensive framework for understanding the dual roles of emojis as symbolic and behavioural cues in digital branding. It offers novel insights into how brands can effectively use emojis to connect with and influence Gen Z consumers' behaviour in the digital space.

This study focuses on Tesla owners as research subjects, collecting data through questionnaires and a small number of interviews to explore the key factors influencing their user loyalty and their specific manifestations. The research centers on core dimensions such as product performance, brand image, charging experience, and service quality, analyzing how these factors collectively impact users' repurchase intentions, recommendation intentions, and brand preferences. The study uses four dimensions (product performance, brand image, charging experience, service quality) to analyze their combined impact on user loyalty indicators: repurchase intent, recommendations, and brand preference. Data from questionnaires and interviews were categorized by dimension, then analyzed statistically to identify correlations and clarify how these factors interact to shape Tesla owners’ loyalty. The results show that product performance, the convenience of the supercharging network, and after-sales service experiences are important drivers for enhancing user loyalty, with significant differences existing among different user groups. The study suggests that Tesla further consolidate user stickiness through continuous innovation, optimizing service networks, and strengthening brand community building, while pointing out that other electric vehicle companies can draw lessons from these experiences. The study also reveals the limitations of existing methods in terms of data coverage and depth, providing directions for future research.

This study aims to map and interpret the intellectual structure, thematic evolution, and research trends at the intersection of applied linguistics and public relations over the past decade. The primary objective is to identify key authors, influential sources, dominant themes, and methodological shifts that characterize this emerging interdisciplinary field. Bibliometric data were retrieved from the Scopus database, covering peer-reviewed journal articles published between 2016 and 2025 that explicitly address both applied linguistics and public relations. Using Biblioshiny (Bibliometrix) for performance indicators, collaboration networks, thematic maps, and keyword co-occurrence, and NVivo 12 for qualitative content analysis, this study integrates quantitative and qualitative approaches to provide a comprehensive understanding of the field’s evolution. The results reveal a significant increase in publication output and thematic diversification, indicating rapid intellectual growth. Five dominant thematic clusters were identified: AI and Natural Language Processing (NLP), Digital and Social Media Communication, Health Communication, Discourse and Organizational Communication, and Cross-Cultural Communication. A strong methodological shift toward computational linguistics, big data analytics, and sentiment analysis is evident, accompanied by growing attention to ethics, transparency, and trust in digital public discourse. Emerging frontiers include AI-driven communication modeling, crisis discourse in digital media, multilingual brand communication, and ethnolinguistic perspectives on organizational trust.

Purpose This paper aims to investigate the strategic value of integrating integrated marketing communication (IMC) with user-generated content (UGC) for brand communication from a co-creation perspective. It aims to identify gaps between theoretical IMC frameworks and their practical application in the gaming industry. Design/methodology/approach A mixed-method approach combining qualitative and quantitative techniques is employed. Using MAXQDA, samples of fan art contest announcements were subjected to code frequency and co-occurrence analyses. Findings The results reveal that although IMC principles provide strong strategic guidance, their application across UGC campaigns remains uneven. High emphasis was observed on co-creation (29.41%) and multichannel communication (24.18%), while online–offline coordination (3.27%) and long-term strategic alignment (13.07%) were largely neglected. This imbalance highlights both the strengths and gaps in current corporate practices. The findings contribute to understanding how digital industries can use IMC principles not only to manage communication but also to co-create value with consumers. Research limitations/implications The study is limited by its reliance on qualitative analysis of 38 activity announcements, which constrains the generalizability of results to the wider gaming industry. Nonetheless, the research offers a replicable framework for future studies and recommends incorporating consumer perspectives to extend the validity of findings. Originality/value To the best of the author’s knowledge, this is the first study to systematically integrate IMC and UGC in the context of brand co-creation, using fan art contests as a focal case. The originality lies in bridging the gap between company-driven communication strategies and user-driven creative practices, offering both theoretical enrichment and practical tools for enhancing brand engagement.

This study investigates the influence of brand experience and firm-generated content on brand trust and customer satisfaction within Indonesia’s telecommunications sector, focusing on Telkomsel Prepaid users in Aceh Province. Despite Telkomsel’s dominant market share and superior network infrastructure, recent declines in user numbers suggest a gap between brand promise and actual customer experience. Drawing on theories of experiential marketing and digital brand communication, this research explores how emotional engagement and content credibility shape consumer trust and satisfaction. Using a quantitative explanatory design, data were collected from 204 respondents via structured online surveys and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that brand experience significantly affects both brand trust and customer satisfaction, while firm-generated content positively influences brand trust but has no direct impact on satisfaction. Brand trust emerges as a strong mediator, linking brand experience and content credibility to overall satisfaction. Multi-group analysis shows no significant generational differences, indicating that trust and experience are universally influential across age segments. These findings underscore the importance of aligning promotional content with actual service quality to maintain brand credibility. Managerially, Telkomsel should prioritize experience-based marketing strategies and responsive digital communication to enhance emotional value and trust. The study contributes to the literature by integrating firm-generated content and brand experience into a unified model of satisfaction, offering practical insights for improving digital engagement and loyalty in competitive telecom markets. Future research is encouraged to expand the geographic scope and incorporate user-generated content for a more holistic understanding of brand dynamics.

Grounded in the Technology Acceptance Model (TAM) and Social Exchange Theory (SET), this study investigates how artificial intelligence (AI) tools affect customer satisfaction, engagement, and brand loyalty within online brand communities (OBCs) in the Tunisian cosmetics sector. The research employed a mixed-methods approach that involved netnography and a quantitative survey of 250 active members of a Facebook brand community. Structural equation modeling (SEM) indicated that customer satisfaction with AI-enabled features, including personalized recommendations, automated responses, and chatbots, significantly predicted community participation (β = 0.68, p < 0.001) and engagement (β = 0.72, p < 0.001). Both participation and engagement, in turn, enhance brand loyalty (β = 0.61 and β = 0.66, respectively) and mediate the satisfaction-loyalty relationship. Qualitative data reaffirmed these results, indicating that AI-generated personalisation builds trust, emotional connection, and engagement in community interaction. From a theoretical perspective, the study adds to OBC engagement models by exploring AI enabled interactivity as an antecedent to both satisfaction and loyalty, linking two topical research domains: technology adoption and relationship marketing. Pratically, it illustrates how firms in a developing market can utilize AI based personalisation and responsiveness as a method for improving consumer-brands relationship and protecting competitive advantage.

Branded Content as a tool for brand communication strategy: Analysis of the Redeia case

As digital communication ecosystems continue to expand, brand management increasingly relies on the ability to extract, interpret, and predict consumer sentiment from large and dynamic data sources. Conventional sentiment analysis models—based on classical machine learning and deep neural architectures—often face limitations in handling ambiguity, contextual entanglement, and non-linear emotional expressions embedded in natural language. This study introduces a quantum-inspired sentiment analysis framework designed to enhance predictive brand management through improved semantic representation and probabilistic reasoning. Drawing inspiration from quantum mechanics, the proposed model employs principles such as superposition, entanglement, and Hilbert space embeddings to represent sentiment as a probabilistic distribution of cognitive states rather than as discrete classifications. By integrating these quantum-inspired techniques with classical natural language processing (NLP) and machine learning models, the system captures contextual subtleties and sentiment overlaps that traditional models often overlook. Experimental evaluation on social media and brand communication datasets demonstrates that quantum-inspired embeddings outperform conventional word vectorization techniques in recognizing sentiment polarity shifts and predicting brand reputation trends. The study highlights how quantum probabilistic reasoning can improve the interpretability and foresight of brand perception models, allowing organizations to proactively manage reputation, customer engagement, and market positioning.

ABSTRACT Research Questions To enhance the Premier League’s expansion into external markets amidst growing competition, it is essential to understand how marketing strategies shape its brand equity and subsequently determine satellite fan behaviours. This research specifically examines the associations among the Premier League’s brand communication strategies, brand equity, and three key consumer behaviours, repeat purchase intention, Word-of-Mouth (WOM) intention, and willingness to pay premium price in the Chinese market. Research Methods Data were collected from 550 Chinese Premier League consumers. The proposed relationships among the constructs were examined using confirmatory factor analysis (CFA) and structural equation modelling (SEM). Results and Findings Findings of the structural model revealed significant associations between one-way communication and brand awareness, perceived customer orientation, and perceived player quality. Two-way communication was significantly associated with all brand equity dimensions. Regarding consequences, except the associations between perceived customer orientation and WOM intention, and perceived player quality and willingness to pay premium price, all other proposed relationships were supported as significant. Implications This research contributes to the underexplored relationships among brand communication, brand equity, and consumer behaviours in sport industries in China, thereby successfully addressing the research gaps. Practically, this research provides practitioners with a comprehensive picture of building brand equity through effective and multiple communications and enhancing marketing performance through brand equity management.