Purpose Brands increasingly rely on both celebrities and social media influencers to build brand equity in digitally mediated environments. Despite their widespread managerial use, it remains unclear why these two types of opinion leaders shape consumer-based brand equity (CBBE) through different psychological mechanisms. This study addresses this issue by examining whether credibility and parasocial relationships (PSRs) operate as distinct pathways through which celebrities and influencers contribute to brand equity on social media. Clarifying these mechanisms is essential for advancing endorsement theory and for guiding more effective endorsement strategy decisions. Design/methodology/approach The study employs a quantitative, cross-sectional design based on survey data from 310 active social media users in Lithuania. To capture both contributory and indispensable mechanisms, the analysis integrates partial least squares-structural equation modeling with Necessary Condition Analysis (NCA), allowing for a comparison of sufficiency-based effects and non-compensatory conditions across celebrity and influencer endorsement contexts. Findings The results reveal structurally different endorsement mechanisms. For influencers, credibility strengthens PSRs, which in turn positively drive CBBE. In contrast, for celebrities, PSRs do not significantly translate into brand equity. Instead, credibility emerges as a critical prerequisite for celebrities to generate brand equity, even though it does not exert a direct net effect. NCA further shows that PSRs are required, albeit weakly, for influencer-driven brand equity, whereas credibility constitutes a necessary condition in celebrity endorsements. Practical implications The findings demonstrate that celebrities and influencers should not be treated as interchangeable endorsement sources. Influencer strategies should prioritize long-term collaborations that foster relational closeness and emotional attachment, whereas celebrity endorsements require careful credibility screening and strategic fit with brand values. These insights enable managers to align endorsement choices with specific brand equity objectives and to evaluate endorsement effectiveness using mechanism-consistent performance metrics. Originality/value This study advances endorsement research by incrementally extending and refining existing theory to explain why celebrities and influencers influence brand equity through fundamentally different causal pathways. By combining structural equation modeling with NCA, it introduces an asymmetric perspective that moves beyond traditional net-effect explanations and clarifies theoretical boundary conditions in social media endorsement research.

This study investigates how participatory digital communication shapes brand equity recovery during institutional crises in public-sector transportation. In the digital era, brand equity arises from both institutional messaging and public participation. Drawing on Keller’s Customer-Based Brand Equity (CBBE) model and Jenkins’ participatory culture theory, it analyzes two 2025 MRT Jakarta disruptions: a public demonstration and QRIS payment failure. Employing a qualitative case study, the research examines social media communication, public responses, user-generated content, and media coverage across trigger, reaction, and recovery phases. Findings show MRT Jakarta’s transparent, empathetic, dialogic digital strategies turned disruptions into trust-building opportunities. Public participation—via reposting, crowdsourcing, humor, and advocacy—stabilized narratives and bolstered credibility. The study demonstrates that public-sector brand equity thrives not on operational perfection but collaborative meaning-making and digital empathy. By framing citizens as co-creators, MRT enhanced resonance and legitimacy. This extends brand equity theory to public digital governance and provides crisis communication insights for participatory media.

Brand consistency is increasingly recognized as a critical driver of trust and loyalty in fast-moving consumer goods (FMCG) markets, where product differentiation is low and competition is intense (Mahajan, 2015; Kumar, 2025). This study examines how perceived brand consistency in product quality, packaging, communication and visual identity influences consumer trust and brand loyalty for FMCG products in Chennai. A structured questionnaire was administered to 300 FMCG consumers selected through a combination of purposive and systematic sampling. Data were analysed using descriptive statistics, correlation, exploratory factor analysis, multiple regression, chi-square tests, z tests, ANOVA and structural equation modelling (SEM). The results indicate that perceived consistency in core brand elements significantly enhances trust, which in turn strongly predicts attitudinal and behavioural loyalty. Packaging consistency and communication coherence emerge as particularly influential dimensions. The findings offer practical guidance for FMCG firms seeking to sustain brand equity and long term consumer relationships in an evolving Indian marketplace (AIM, 2015; NielsenIQ, 2024).

Brand equity, media attention, and stock price volatility

This study investigates the effect of consumer brand involvement on brand advocacy by examining the mediating role of brand affect and the moderating role of perceived value within the culinary industry in Makassar, Indonesia, as a representative of an emerging market context. Using a survey of 272 consumers, the data were analyzed with structural equation modeling–partial least squares (SEM-PLS). The results reveal that consumer brand involvement significantly enhances brand affect, which in turn fosters stronger brand advocacy. Moreover, brand affect mediates the relationship between brand involvement and advocacy, confirming the centrality of emotional mechanisms in driving consumer advocacy. Conversely, the moderating role of perceived value was not supported, suggesting that emotional attachment outweighs rational value considerations in shaping advocacy within hedonic and culturally embedded consumption contexts. This study extends the stimulus–organism–response (SOR) framework and Brand Equity Theory by demonstrating the dominance of affective mechanisms over cognitive evaluations in emerging markets. It also fills a research gap by examining brand advocacy in the culinary sector, which has been underrepresented compared to studies on luxury or durable goods. From a managerial perspective, the findings suggest that culinary brands in emerging markets should prioritize strategies that strengthen emotional and cultural engagement—such as storytelling, experiential marketing, and community involvement—rather than relying solely on functional value propositions.

This research examines the impact of brand equity on corporate financial performance, utilizing a dataset of 135 international companies spanning the period from 2005 to 2024. We examine the impact of brand power on essential financial parameters, including operational income, EBITDA, and market capitalization, by merging brand value data from Brand Finance with financial metrics from Bloomberg Database. Our research reveals a robust positive association between brand value and turnover, profitability, and market valuation, indicating that organizations with elevated brand value experience superior financial results. Our econometric analysis demonstrates that a $1 increase in brand value correlates with a $1.76 gain in turnover and a $0.16 rise in net income, underscoring the tangible financial advantages of robust branding. Furthermore, we observe that brand value influences non-operating income, presumably via enhanced financing conditions and reduced interest expenses. Despite apprehensions regarding overvaluation, our findings indicate that although brand value enhances share prices, it does not result in an unsustainable rise in price-to-earnings ratios. These insights highlight the strategic significance of brand investments, indicating that companies should prioritize brand-building efforts to enhance long-term profitability and market competitiveness. Subsequent research ought to examine the impact of branding across various industries and organizational scales.

The Strategic Influence of Green HRM on Corporate Brand Equity: A Longitudinal Case Analysis of LG Corporation

Purpose In the plant-based meat consumption literature, it remains unclear why consumers are willing to continue purchasing and actively engage in word-of-mouth communication after their initial purchase. Therefore, based on product evaluation theory, protection motivation theory, and brand equity theory, this study aims to examine which factors serve as important drivers of consumers' repurchase intentions and word-of-mouth intentions for plant-based meat. Design/methodology/approach Cross-sectional data were collected through an online survey in the UK (n = 399). The structural model was analyzed using PLS-SEM. The moderation effect was tested using SPSS PROCESS macro. Findings Utilitarian value, hedonic value, protection motivation, and brand preference are significant drivers of repurchase intention (R2 = 0.676) and word-of-mouth intention (R2 = 0.708). Notably, in the post-purchase decision-making process, consumers primarily emphasize utilitarian value. The results also indicate that specific antecedents shape utilitarian value, hedonic value, protection motivation, and brand preference. For instance, consumers who find plant-based meat more appealing in taste, nutrition, and price, and easier to access through convenient channels, tend to report stronger perceptions of utilitarian value. Moreover, the findings indicate that psychological discomfort weakens the positive associations of hedonic value, protection motivation, and brand preference with the outcome variables. Practical implications Companies should consider the promotional strategies of plant-based meat by not only sustainable appeals but also its perceived values (e.g. improving flavor and healthfulness), protection motivation (e.g. self-efficacy enhancement), and brand preference (e.g. brand loyalty creation). Originality/value This study constructs a theoretical framework for explaining post-purchase decisions about plant-based meat by integrating three theoretical perspectives. In addition, it verifies that hedonic value, protection motivation, and brand preference are less effective in consumer groups with higher psychological discomfort.

Abstract Advertising today is far beyond selling products; it plays a vital role in shaping social values and public awareness, and this is why gender equality advertising is one of the main focuses of modern brands. This paper discusses how gender-equality-focused advertising campaigns impact consumer attitudes through a descriptive research approach based on secondary data extracted from academic journals, books, and reliable online sources. It appears from the findings that campaigns focused on empowerment, education, and equal opportunity tend to build more positive consumer responses by increasing emotional connection, brand trust, favourable brand perception, and purchase intention. Additionally, cultural sensitivity of the ad, credibility of its message, and relevance of its social issue further heighten consumer engagement with the ad. This study concludes that authentic and socially responsible portrayals of gender equality could help effectively foster positive consumer attitudes and provide practical guidance for ethical and impactful marketing strategies. Keywords: Gender Equality, Advertisement Campaigns, Consumer Attitude.

This study examines how brand equity functions as a mediator in the relationship between electronic word-of-mouth (E-WOM), Social Media Marketing (SMM), Brand Engagement (BENG), Brand Love (BL), Brand Equity (BEQ), and Purchase Intention (PI) in e-commerce. Currently there is no research with variables mentioned above that implemented the Theory of Planned Behavior (TPB) therefore represents novelty aspect. Data evaluated from 293 e-commerce consumers is examined using PLS-SEM. Result shows that BEQ significantly mediates the effect of SMM and E-WOM on PI. While SMM and E-WOM both increase BEQ, their direct impacts on PI are shown to be irrelevant. Furthermore, it has been demonstrated that BL significantly influences both BEQ and PI, but BEQ does not have a significant effect. The findings showed the importance of BEQ in connecting SMM to consumer PI in e-commerce while using the theory of planned behavior by Ajzen (1985) in Indonesia highlighting this research gap.

This study analyzes the framing of @ecinos content that constructs a black campaign narrative against Uniqlo and Hulm and identifies public responses to the narrative. A descriptive qualitative approach was employed using the Pan and Kosicki framing model, encompassing syntactic, script, thematic, and rhetorical dimensions. The data were derived from social media content and user comments on Instagram, TikTok, and X, complemented by in-depth interviews with marketing communication practitioners. The findings indicate that Ecinos frames its competitors as less advantageous by emphasizing higher prices and perceived disproportionate quality, while simultaneously positioning its own brand as a more rational and reasonable choice. This framing pattern generates a predominance of negative public responses, including expressions of disappointment and calls for boycotts. At the same time, the reactions reflect an increasing level of public awareness and sensitivity toward black campaign practices. Practitioners interviewed in this study argue that such strategies pose significant risks, particularly in undermining consumer trust and eroding brand equity in the long term. Overall, the study highlights the strategic implications of framing in social media-based competitive communication and its potential consequences for brand sustainability.

Research on e-commerce loyalty among Muslim consumers has become increasingly important due to the large size of the Muslim market in Muslim-majority countries. However, the relationship between technological features and consumer characteristics remains underexplored. This study investigates the factors influencing the loyalty of Generation Z Muslim consumers toward e-commerce platforms. A survey was conducted in 2025 among Generation Z university students (born between 1997 and 2012) in Central Java. Quantitative data were collected through an online questionnaire completed by 315 highly educated Muslim respondents. Structural Equation Modeling (SEM) was used to test the proposed research model. The results show that Generation Z loyalty is positively influenced by brand equity (β = 0.600), trust (β = 0.153), and flow experience (β = 0.192), with brand equity identified as the strongest determinant of loyalty. In the e-commerce context, brand equity is significantly enhanced by utilitarian features (β = 0.477) and flow experience (β = 0.309). Improving these factors strengthens brand equity, which subsequently leads to higher consumer loyalty.

This study aims to analyze rebranding strategies and marketing communication in building the brand equity of Kopi Bawang Dayak as a regional flagship product. Kopi Bawang Dayak is a local product innovation based on the indigenous wisdom of Kalimantan that has functional and economic potential; however, it still faces challenges such as weak brand identity, unclear positioning, and ineffective marketing communication. This research adopts a qualitative approach using a descriptive method. Data collection techniques include interviews with business actors and consumers, observations of visual identity and promotional media, documentation, and literature review. The results indicate that rebranding strategies implemented through logo updates, packaging redesign, and the reinforcement of local values are able to enhance brand awareness and brand associations among consumers of Kopi Bawang Dayak. Furthermore, marketing communication that emphasizes storytelling, health benefits, and local cultural values through social media contributes to increasing perceived quality and building consumer trust. The synergy between rebranding strategies and marketing communication is proven to play a significant role in strengthening the brand equity of Kopi Bawang Dayak. This study concludes that integrating local identity with modern marketing approaches is a key factor in enhancing the competitiveness of regional flagship products in broader markets.

Responsible Corporate Branding as a Core of Corporate Brand Equity and Reputation Management in a Challenging World

As the concept of sustainable development becomes increasingly popular, Environmental, Social, and Governance (ESG) ratings have become a key metric for assessing a company's comprehensive value and long-term resilience. This paper aims to systematically explore the mechanisms by which ESG ratings influence the multidimensional performance of companies. This paper first examines the theoretical origins of ESG and its core theories linking it to corporate performance (such as stakeholder theory and the resource-based view), establishing its analytical framework. Then, by integrating empirical research and case studies from multiple industries, it provides an in-depth analysis of the impact of ESG ratings on companies' financial performance (such as profitability and market valuation) and non-financial performance (such as employee satisfaction and brand reputation). This research reveals that superior ESG performance not only improves financial metrics by reducing financing costs and improving operational efficiency, but also enhances a company's long-term competitiveness and risk resilience by strengthening stakeholder trust and building sustainable brand equity. Case studies further demonstrate the diverse successes and common challenges faced by different companies in implementing ESG strategies. The paper concludes by emphasizing that ESG ratings, far from being a passive responsibility, are a strategic core for companies to drive innovation and achieve sustainable competitive advantage. Accordingly, companies should deeply integrate ESG into their corporate strategies and business processes to achieve the synergistic creation of economic and social value. Finally, looking ahead, the article proposes further exploration of the cross-national and cross-industry boundary conditions for the effectiveness of ESG ratings based on institutional theory and a comparative perspective.

Companies, especially local beauty companies operating inside micro, small, and medium businesses (MSMEs), are facing fiercer competition as the beauty market in Indonesia continues to develop. In light of this reality, it is critical for businesses to work on improving both the quality of their products and the equity their brands have with customers. Using Instagram as their primary platform for audience contact and engagement is a common social media marketing tactic used by beauty firms. As a local MSME-based beauty firm, Teratu Beauty uses Instagram for marketing purposes; nonetheless, it is still necessary to do empirical research to determine whether or not these efforts effectively develop firm Equity. The purpose of this research is to examine how Teratu Beauty's brand equity was affected by social media marketing using the Honeycomb Model. This model is operationalized into seven independent variables: identity, conversation, sharing, presence, reputation, relationship, and groups. To investigate their impact on Brand Equity, we consider these seven factors, which are generated from the Honeycomb Model's dimensions, as independent variables. The researchers in this study used a quantitative technique that was both descriptive and causal in nature. The data was examined using multiple linear regression analysis with the help of SPSS software. The data was acquired by distributing questionnaires to 300 Instagram followers of Teratu Beauty. The findings show that Teratu Beauty's Brand Equity is positively and significantly impacted by Honeycomb Model Social Media Marketing. It has been partially shown that all factors included in the Honeycomb Model significantly impact Brand Equity. The results show that local beauty brands' Brand Equity is boosted by the quality of their Instagram marketing, especially when it comes to creating brand identity, encouraging interaction, growing audience engagement, and producing brand reputation.

Sports teams are in a favorable position to build brand equity due to the strong psychological connections experienced by their supporters. However, more context-specific consideration of this process is needed for the role of player brands. To fill this void, this study conceptualizes a player brand equity model which introduces three new constructs to the sport management literature. The results provide strong support for the five proposed dimensions of player brand equity. Trust in player was found to be a strong predictor of player brand equity, which in turn had a significant effect on player-related purchase intentions. The findings provide support for the conceptual model of the player brand equity process. This study extends previous research by conceptualizing a brand equity process which is specifically focused on professional athletes. It does so with the first known inclusions a context-relevant emotion factor and a consumer trust in player construct.

Purpose This study aims to examine the impact of career crafting on personal brand equity, career sustainability and prosocial proactive behaviors, emphasizing the moderating role of career development idiosyncratic deals (i-deals). Design/methodology/approach Data were collected from 225 paired hotel employees and supervisors. Using structural equation modeling and the PROCESS macro, the study assessed the relationships between career crafting, personal brand equity and related outcomes while exploring moderating and mediating effects. Findings Career crafting positively influences personal brand equity, which enhances career sustainability and prosocial proactive behaviors. Development i-deals strengthen the indirect effects of career crafting through personal brand equity, yet their direct impact on prosocial behaviors is limited. High development i-deals amplify career outcomes through personal branding. Originality/value This study offers a novel theoretical lens by integrating signaling and social exchange theories to explain how career crafting and development i-deals jointly shape sustainable career outcomes and organizational effectiveness.

This study analyzes the influence of product innovation and promotion on purchasing decisions through brand image as a mediating variable in Kopi Kemiren Jaran Goyang Banyuwangi. Using a quantitative approach and PLS-SEM analysis of 250 respondents, results indicate that promotion significantly affects purchasing decisions directly and indirectly through brand image, while product innovation influences purchasing decisions only through brand image. The study highlights the importance of culture-based branding and digital promotion strategies for MSMEs. These findings offer theoretical contributions to brand equity development and practical insights for enhancing local coffee MSMEs' competitiveness.

Purpose Previous marketing research has shown that customer education, as a customer relationship management concept that aims to improve customers’ usage and consumption skills of products, has beneficial effects on customer product expertise and firm satisfaction. However, little is known about the role of professional customer education and trainings in fostering favorable brand evaluations of industrial buyers. The purpose of the present research is thus to test the mediating effects of customer education between industrial buyer’s product attitudes and favorable brand associations and brand preference. Design/methodology/approach The study is based on mixed research methods. First, this study uses a qualitative pre-study (n = 15) with industrial buyers of a coffee brand to explore how customer education affects distributors’ evaluations and relationships with the brand that organizes related trainings. Using survey data from industrial participants of customer education activities (n = 255), this study then applies structural equation modeling (SEM) to test the qualitative findings with quantitative research methods. Findings The qualitative findings show that customer education can be a strategic approach for developing customer–brand relationships and positive brand evaluations. The quantitative part of the study demonstrates that customer education has a mediating effect in creating favorable brand associations and brand preference. Originality/value There is a gap in the literature with regard to how customer education influences brand associations and brand preference, especially in business-to-business (B2B) markets. Deriving insights into these questions, this study does not only demonstrate the value of customer education in improving customers’ usage skills of products but also the findings show that customer education can help companies develop positive brand perceptions. In addition, the findings suggest that customer education can act as a differentiator in the brand selection process, creating competitive advantage.