Purpose The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with … relationships of the framework with a sample size of 160 active Malaysian gamers. Findings The findings indicate that brand equity … is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived …

private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation … private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …

private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments … include the creation and maintenance of a brand name and all its corresponding brand elements (e.g., awareness, reputation … private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …

We study how luxury brands can use product line expansion as a strategy when facing a threat from the counterfeit … for others to imitate status when authentic brands signal quality and status with higher precision compared to … luxury brand to expand its product line such that it maintains its core product and introduces peripheral products with lower …