Effect of brand inclusivity and brand personality on consumer-based brand equity in B2C market: moderating roles of gender and personal income

Abstract The paper investigates the effect of brand inclusivity and brand personality on consumer-based brand equity. A survey design using cross-sectional approach to data collection was employed. Individual consumer of expensive luxury items constitutes the sample for the study. Convenience techni...

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Hlavní autor:	Essa Mubrik Almutairi
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	SpringerOpen 2025-09-01
Edice:	Future Business Journal
Témata:	Branding Brand inclusivity Brand personality Brand equity Luxury brand
On-line přístup:	https://doi.org/10.1186/s43093-025-00645-0
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