隨著網路普及和數位匯流技術蓬勃發展之下，影音服務不再局限於透過傳統電視播映或廣播，終端使用者可直接藉由網路獲取各式影音服務。相比傳統電視和廣播媒體，OTT影音平台的機動性更高、價格更實惠，且部署速度更快，令使用者收視習慣產生了變化。故本研究旨在探討OTT影音平台使用者之持續使用意圖。
本研究主要使用期望確認理論作為本研究的核心基礎，並且採用IS接受後持續使用模式，以及加入「品牌形象」變數，以探討使用者對於OTT影音平台之持續使用意圖。本研究共回收有效問卷294份，結果顯示六項假說成立，三項假說未成立。本研究有以下發現有以下發現：（1）「品牌形象」對「持續使用意圖」不具有顯著的影響；（2）「品牌形象」對「知覺有用性」具有顯著正向之影響；（3）「品牌形象」對「滿意度」不具有顯著之影響；（4）「品牌形象」對「確認程度」具有顯著正向之影響；（5）「確認程度」對「知覺有用性」不具有顯著之影響；（6）「確認程度」對「滿意度」具有顯著正向之影響；（7）「知覺有用性」對「滿意度」具有顯著正向之影響；（8）「知覺有用性」對「持續使用意圖」具有顯著正向之影響；（9）「滿意度」對「持續使用意圖」具有顯著正向之影響。

With the popularization of the internet and the rapid development of digital convergence technology, audiovisual services are no longer limited to traditional TV or radio. Users can directly access various audiovisual services through the internet. Compared to traditional media, OTT video platforms offer higher mobility, more affordable prices, and faster deployment, resulting in changes in user viewing habits. Therefore, this study aims to explore the factors influencing the continued usage intention of OTT video platform users.
This study primarily utilizes the Expectation Confirmation Theory as the core foundation and adopts the IS Continuance Usage Model, incorporating the dimension of "brand image," to investigate users continuance intention towards OTT video platforms. A total of 294 valid questionnaires were collected for this study. The results indicate that six hypotheses were supported, while three hypotheses were not supported. The findings of this study are as follows: (1) "brand image" does not have significant impact on "continuance intention "; (2) "brand image " have significant positive impact on "perceived usefulness"; (3) "brand image " does not have significant impact on "satisfaction"; (4) "brand image" have significant positive impact on "confirmation"; (5) "confirmation" does not have significant impact on "perceived usefulness"; (6) "confirmation" have significant positive impact on "satisfaction"; (7) "perceived usefulness" have significant positive impact on "satisfaction"; (8) "perceived usefulness" have significant positive impact on "continuance intention"; (9) "satisfaction" have significant positive impact on "continuance intention".

王淑娟、李元恕、黃怡仁、方國定（2008）。建構資訊系統持續使用意圖模式：以中部某大學為實證對象。科技管理學刊，13（4），1-30。 https://doi.org/10.6378/JTM.200812.0001
王正信（2014）。信任、品牌形象與科技接受模型理論關係之研究─以GOMAJI 為例（碩士論文）。臺灣博碩士論文知識加值系統（系統編號102KUAS0307013）。
支秉鈞（2021）。2021-2025全球娛樂暨媒體業展望。資誠聯合會計師事務所。https://www.pwc.tw/zh/publications/topic-report/assets/taiwan-entertainment-and-media-outlook-2021-2025.pdf
文化內容策進院（2021）。2020年台灣文化內容消費趨勢調查計畫。https://taicca.tw/uploads/userfiles/plan/2020年文化內容消費趨勢調查0326.pdf
向頡華、 楊文廣、柳立偉（2020）。健康與健身應用程式持續使用之研究－以國內運動社團為例。運動休閒管理學報，17（2）， 42-59。 https://doi.org/10.6214/JSRM.202006_17(2).0004
何昶鴛、李冠緯、李素箱（2012）。使用者對Wii Fit持續使用意願之探討：期望確認理論之應用。運動知識學報，（9），46-63。 https://doi.org/10.29596/BGYY.201207.0005
周建亨、梁凱怡（2015）。品牌形象與購後後悔關係之研究。行銷科學學報。11（1），37-63。 https://doi.org/10.3966/181666012015041101002
林聖偉、李君如（2006）。品牌形象、知覺價值、顧各滿意度與顧客忠誠度關係之研究－以旅行社海外團套裝旅遊為例。旅遊管理研究，6（1），63-81。
邱誌偉、徐玉華、張傳忠（2021）。全聯企業社會責任、品牌形象、品牌信任與購買意願之研究。管理資訊計算，10，95-104. https://doi.org/10.6285/MIC.202108/SP_02_10.0009
邱慧仙、蔡念中（2022）。數位與數據經濟時代影音產業研究。台北市：五南
林韋孜（2022年3月2日）。疫情後家用寬頻網路使用行為與滿意度調查。東方線上。https://www.isurvey.com.tw/2_event/detail.aspx?id=528
財團法人台灣網路資訊中心（2020年10月）。2020台灣網路報告。https://www.twnic.tw/doc/twrp/202012e.pdf
張伯謙（2022）。閱聽人在傳統媒體與OTT轉換的媒體消費行為之驗證：PPM理論的檢視與創新。科技部（系統編號PF11007-4773）。https://grbdef.stpi.narl.org.tw/fte/download4?docId=2835734&responseCode=8237&grb05Id=13902549
張育瑋、許秉瑜、蕭文龍、鄭雲珊（2011）。資訊系統的認知價值對使用者滿意度之影響：以期望確認模式為基礎。科技管理學刊，16（2），1-24。 https://doi.org/10.6378/JTM.201106.0001
張明杰、羅玉婷（2020）。行動支付使用意願之研究－以修正後的科技接受模型觀點。嶺東學報，46，51-84。
國家通訊傳播委員會（2021）。109年匯流發展調查結果報告（NCCT109008）。https://www.ncc.gov.tw/chinese/files/21022/5364_45750_210223_1.pdf
國家通訊傳播委員會（2022年8月18日）。有線廣播電視訂戶數（依集團）。https://www.ncc.gov.tw/chinese/news_detail.aspx?site_content_sn=2989&cate=0&keyword=&is_history=0&pages=0&sn_f=47896
許麗玲、陳至柔、林子翔（2015）。以期望確認理論探討背包客對旅遊網站之持續使用意願。商管科技季刊，16（1），47-88。 https://www.AiritiLibrary.com/Publication/Index/19948107-201503-201504080015-201504080015-47-88
莊書怡（2016年9月30日）。眼球之爭手機大獲全勝：台灣民眾平均每天滑手機205分鐘是看電視時間的2倍。資策會FIND科技報，422。 https://paper.udn.com/udnpaper/POH0046/303508/web/
凱度洞察（2020年3月）。台灣OTT市場隨選影視戰況分析（上篇）。https://kantar.com.tw/MailSources/InfoPulse/2020/03/2020_March_Kantar_Taiwan_and_LifePoints_Report_OTT_trend_report(PART_I).pdf
陳寬裕（2023）。結構方程模型：運用AMOS分析（二版）。五南。
陳棟樑、陳俐文、邱怡瑄 （2019）。高中生Instagram持續使用意圖之研究。管理資訊計算，8，100-113。 https://doi.org/10.6285/MIC.201908/SP_01_8.0009
葉志良、何明軒（2016）。OTT產業政策白皮書。元智大學大數據與數位匯流創新中心政策法規研究團隊。https://goo.gl/y0rhZP
蔡牧世（2016）。品牌形象、網路口碑與產品品質對消費者持續使用與主動推薦意願影響之研究：結合期望確認理論於中油生技產品的實證分析（碩士論文）。臺灣博碩士論文知識加值系統（系統編號105NTTU5396001）。
蔡進發、蕭至惠（2017）。品牌形象、情感性品牌依附、知覺品質、滿意度與購後行為關係之探討－兼論自我一致性的干擾效果。中山管理評論，25（2），443-487. https://doi.org/10.6160/2017.06.05
蔡義清、江慧貞（2020）。影響隨選串流媒體平台消費使用意願因素與行銷策略之研究。管理資訊計算，9，75-83。 https://doi.org/10.6285/MIC.202008/SP_01_9.0008
劉幼俐（2017）。OTT TV的創新服務、經營模式與政策法規。五南。
Aaker, D. A., & LUIS, D. (1996). Building strong brands. Free Press. https://books.google.com.tw/books?id=E_cOAQAAMAAJ
An, S., Seo, J., & Choi, J. (2022). A study on the factors affecting the continuous intention to use digital content over-the-top service. journal of Korean Society for Quality Management, 50(1), 105-124. https://doi.org/10.7469/JKSQM.2022.50.1.105
Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143. http://www.jstor.org/stable/184036
Awara, N., & Anyadighibe, J. (2014). The relationship between customer satisfaction and loyalty: A study of selected eateries in Calabar, Cross River state. Interdisciplinary journal of contemporary research in business, 5(9), 110-125.
Azjen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood cliffs. Prentice-Hall
Baccarne, B., Evens, T., & Schurrman, D. (2013). The television struggle : An assessment of over-the-top television evolutions in a cable dominat market. Communications & Strategies, 92, 43-61.
Batra, R., & Homer, P. M. (2004). The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), 318-330. https://doi.org/10.1207/s15327663jcp1403_12
Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214. https://doi.org/10.1016/S0167-9236(01)00111-7
Bhattacherjee, A. (2001b). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25, 351-370. https://doi.org/10.2307/3250921
Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
Büyükdağ, N. (2021). The effect of brand awareness, brand image, satisfaction, brand loyalty and WOM on purchase intention: An empirical research on social media. Business & Management Studies: An International Journal, 9(4), 1380-1398. https://doi.org/10.15295/bmij.v9i4.1902
Body of European Regulators for Electronic Communications. (2016, January 29). Report on OTT services. BEREC. https://www.berec.europa.eu/sites/default/files/files/document_register_store/2016/2/BoR_%2816%29_35_Report_on_OTT_services.pdf
Bollen, K. A.(1989). Structural Equations with Latent Variables. John Wiley and Sons, Inc. https://doi.org/10.1002/9781118619179
Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244-249. https://doi.org/10.1177/002224376500200303
Cheung, G. W., & Lau, R. S. (2008). Testing mediation and suppression effects of latent variables: Bootstrapping with structural equation models. Organizational Research Methods, 11(2), 296–325. https://doi.org/10.1177/1094428107300343
Chuan-Chuan Lin, J., & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197-208. https://doi.org/10.1016/S0268-4012(00)00005-0
Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 19(4), 491-504. https://doi.org/10.2307/3151722
Curran, P. J., West, S. G., & Finch, J. F. (1996). The robustness of test statistics to nonnormality and specification error in confirmatory factor analysis. Psychological Methods, 1(1), 16–29. https://doi.org/10.1037/1082-989X.1.1.16
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Da Silva, R. V., & Syed Alwi, S. F. (2008). Online corporate brand image, satisfaction and loyalty. Journal of Brand Management, 16(3), 119-144. https://doi.org/10.1057/palgrave.bm.2550137
Definitions, A. M. A. C. o., & Alexander, R. S. (1960). Marketing definitions: A glossary of marketing terms. American Marketing Association. https://books.google.com.tw/books?id=_nNGnQEACAAJ
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 17(1), 110-119.
Duatibumi, N., & Setyowardhani, H. (2021, August 11-13). The antecedents of customers intention towards over the top (OTT) video streaming based services: The stimulus-organism-response model approach. The 6th International Conference on Management in Emerging Markets. Bandung, Indonesia.
Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, 66(6), 711-718. https://doi.org/10.1016/j.jbusres.2011.09.008
Gardner, B. B., & Levy, S. J. (1955). The product and the brand. Harvard Business Review, March-April, 33-39.
Gupta, G., & Singharia, K. (2021). Consumption of OTT media streaming in COVID-19 lockdown: insights from PLS analysis. The Journal of Business Perspective, 25, 36-46. https://doi.org/https://doi.org/10.1177/0972262921989118
Hossain, S. M. I. (2022). A study on over-the-top (OTT) video streaming platforms in bangladesh. Advances in Journalism and Communication, 10(3), 355-376. https://doi.org/10.4236/ajc.2022.103021
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270. https://doi.org/10.1177/0092070304264262
Huang, L.-C., Gao, M., & Hsu, P.-F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28, 283-287.
Ibn-Mohammed, T., Mustapha, K. B., Godsell, J., Adamu, Z., Babatunde, K. A., Akintade, D. D., Acquaye, A., Fujii, H., Ndiaye, M. M., Yamoah, F. A., & Koh, S. C. L. (2021). A critical analysis of the impacts of COVID-19 on the global economy and ecosystems and opportunities for circular economy strategies. Resources, Conservation and Recycling, 164, 1-22. https://doi.org/https://doi.org/10.1016/j.resconrec.2020.105169
Joshi, S., Sohag, S., Dewan, T., Chintan, D., Purohit, S., & Sumit, G. (2015). Impact of over the top (OTT) services on telecom service providers. Indian Journal of Science and Technology, 8, 145. https://doi.org/10.17485/ijst/2015/v8iS4/62238
Kapferer, J.-N. (2012). The new strategic brand management: advanced insigts and strategic thinking(5th). Kogan Page.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22. https://doi.org/10.2307/1252054
Kim, B. (2010). An empirical investigation of mobile data service continuance: Incorporating the theory of planned behavior into the expectation–confirmation model. Expert Systems with Applications, 37(10), 7033-7039. https://doi.org/https://doi.org/10.1016/j.eswa.2010.03.015
Kim, Y.-J., & Kim, B.-Y. (2020). The purchase motivations and continuous use intention of online subscription services. International Journal of Management, 11(11), 196-207. https://doi.org/10.34218/IJM.11.11.2020.020
Kokaram, A., Crinon, R., & Catania, N. (2015). OTT (over-the-top) in 2015. SMPTE Motion Imaging Journal, 124, 65-68. https://doi.org/10.5594/j18597
Kotler, P. R. (1997). Marketing management: analysis, planning, implementation, and control. Prentice Hall.
Kotler, P., & Gertner, D. (2002). Country as brand, product, and beyond: A place marketing and brand management perspective. Journal of Brand Management, 9(4), 249-261. https://doi.org/10.1057/palgrave.bm.2540076
Kotler, P., & Keller, K. (2006). Marketing Management(12th). Prentice Hall.
Liao, J., Sha, Z., Wang, Z., & Cheng, R. (2010). The influence on consumers’ choice by tradition bank image and online bank sub-brand image. International Conference on Network and Finance Development, 77-82.
Lien, C.-H., Wen, M.-J., Huang, L.-C., & Wu, K.-L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/https://doi.org/10.1016/j.apmrv.2015.03.005
MacKinnon, D. P. (2008). Introduction to Statistical Mediation Analysis. Mahwah, Lawrence Erlbaum Associates.
Madnani, D., Fernandes, S., & Madnani, N. (2020). Analysing the impact of COVID-19 on over-the-top media platforms in India. International Journal of Pervasive Computing and Communications, ahead-of-print. https://doi.org/10.1108/IJPCC-07-2020-0083
Maurya, U. K., & Mishra, P. (2012). What is a brand? A perspective on brand meaning. European Journal of Business and Management, 4, 122-133. https://asa.or.th/wp-content/uploads/2017/05/1322-2980-1-SM.pdf
McWilliam, G., & De Chernatony, L. (1989). Branding terminology – the real debate. Marketing Intelligence & Planning, 7(7/8), 29-32. https://doi.org/10.1108/02634509010002891
Menon, D. (2022). Purchase and continuation intentions of over -the -top (OTT) video streaming platform subscriptions: a uses and gratification theory perspective. Telematics and Informatics Reports, 5, 1-15. https://doi.org/10.1016/j.teler.2022.100006
Michel, G., & Rieunier, S. (2012). Nonprofit brand image and typicality influences on charitable giving. Journal of Business Research, 65, 701-707. https://doi.org/10.1016/j.jbusres.2011.04.002
Mishra, A., Shukla, A., Rana, N. P., Currie, W. L., & Dwivedi, Y. K. (2023). Re-examining post-acceptance model of information systems continuance: A revised theoretical model using MASEM approach. International Journal of Information Management, 68, 1-13. https://doi.org/10.1016/j.ijinfomgt.2022.102571
Nandan, S. (2005). An exploration of the brand identity-brand image linkage: A communications perspective. The Journal of Brand Management, 12, 264-278. https://doi.org/10.1057/palgrave.bm.2540222
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.2307/3150499
Palomba, A. (2022). Building OTT brand loyalty and brand equity: Impact of original series on OTT services. Telematics and Informatics, 66. 1-15. https://doi.org/10.1016/j.tele.2021.101733
Paris, T., Busson, A., & Simon, J. (2016). The european audiovisual industry and the digital single market: trends, issues and policies. Digiworld Economic Journal, 101. 17-40.
Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145. https://doi.org/10.1177/002224298605000401
Park, E.-A. (2019). Prevalence of business models in global OTT video services: A cluster analysis. International Journal on Media Management, 21(3-4), 177-192. https://doi.org/10.1080/14241277.2019.1695257
Pars, S. R. (2011). The effects of brand image on consumers’ choice. iNTERnational Journal of Business and Social Science, 2, 227-238.
Patterson, P. (1997). Modeling the determinants of customer satisfaction for business-to-business professional services. Journal of the Academy of Marketing Science, 25, 4-17.
Pulakos, E. D., & Schmitt, N. (1983). A longitudinal study of a valence model approach for the prediction of job satisfaction of new employees. Journal of Applied Psychology, 68, 307-312. https://doi.org/10.1037/0021-9010.68.2.307
Rahi, S., & Abd. Ghani, M. (2019). Integration of expectation confirmation theory and self-determination theory in internet banking continuance intention. Journal of Science and Technology Policy Management, 10(3), 533-550. https://doi.org/10.1108/JSTPM-06-2018-0057
Raji, R. A., Rashid, S., & Ishak, S. (2019). The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention. Journal of Research in Interactive Marketing, 13(3), 302-330. https://doi.org/10.1108/JRIM-01-2018-0004
Roberts, C., & Muscarella, V. (2015). Defining over-the-top (OTT) digital distribution. https://www.entmerch.org/digitalema/white-papers/defining-digital-distributi.pdf
Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218-229. https://doi.org/10.1057/palgrave.jt.5740079
Schweidel, D. A., & Moe, W. W. (2016). Binge watching and advertising. Journal of Marketing, 80(5), 1-19. https://doi.org/10.1509/jm.15.0258
Shin, J., Park, Y., & Lee, D. (2016). Strategic management of over-the-top services: focusing on Korean consumer adoption behavior. Technological Forecasting and Social Change, 112. https://doi.org/10.1016/j.techfore.2016.08.004
Shin, S., & Park, J. (2021). Factors affecting users' satisfaction and dissatisfaction of OTT services in South Korea. Telecommunications Policy, 45, 1-10. https://doi.org/10.1016/j.telpol.2021.102203
Sondoh Jr, S., Omar, M., Wahid, N., Ishak, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
Song, H., Wang, J., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79, 50-59. https://doi.org/https://doi.org/10.1016/j.ijhm.2018.12.011
Sorebo, O., & Eikebrokk, T. (2008). Explaining IS continuance in environments where usage is mandatory. Computers in Human Behavior, 24, 2357-2371. https://doi.org/10.1016/j.chb.2008.02.011
Sowbarnika, S. (2021). Initial viewing motivation sets towards TV and OTT. International Journal of Management, 12(3), 1189-1196. https://doi.org/10.34218/IJM.12.3.2021.112
Spreng, R., MacKenzie, S., & Olshavsky, R. (1996). A reexamination of the determinants of consumer satisfaction. Journal of Marketing, 60, 15-32. https://doi.org/10.2307/1251839
Statista. (2022). Quarterly netflix subscribers count worldwide 2013-2022. https://www.statista.com/statistics/250934/quarterly-number-of-netflix-streaming-subscribers-worldwide/
Tam, C., Barroso, M., & Cruz-Jesus, F. (2022). Understanding the determinants of users’ continuance intention to buy low-cost airline flights online. Journal of Hospitality and Tourism Technology, 13(2), 264-280. https://doi.org/10.1108/JHTT-12-2020-0316

Viswanathan, V., Hollebeek, L., Malthouse, E., Masłowska, E., Kim, S. J., & Xie, W. (2017). The dynamics of consumer engagement with mobile technologies. Service Science, 9, 36-49. https://doi.org/10.1287/serv.2016.0161
Voigt, K.-I., Buliga, O., & Michl, K. (2017). Entertainment on demand: The case of netflix. Business Model Pioneers, 127-141. https://doi.org/10.1007/978-3-319-38845-8_11
Wang, T., Lin, C.-L., & Su, Y.-S. (2021). Continuance intention of university students and online learning during the COVID-19 pandemic: A modified expectation confirmation model perspective. Sustainability, 13, 4586. https://doi.org/10.3390/su13084586
Witama, A., & Keni, K. (2020). The Impact of Brand Image, Perceived Price and Service Quality Toward Customer Satisfaction. Advances in Social, Education and Humanities Research, 439, 316-320. https://doi.org/10.2991/assehr.k.200515.057
Yoon, S.-Y., & Kim, J.-B. (2022). A study on user satisfaction and intention to continue use of OTT platform digital content provision service. International Conference on Big Data, Cloud Computing, and Data Sccience, 290-296. https://doi.org/10.1109/BCD54882.2022.9900797
Yousaf, A., Mishra, A., Taheri, B., & Kesgin, M. (2021). A cross-country analysis of the determinants of customer recommendation intentions for over-the-top (OTT) platforms. Information & Management, 58(8), 1-13. https://doi.org/10.1016/j.im.2021.103543
Zhang, K.-S., Chen, C.-M., & Li, H. (2020). A study on the trust, brand image, and TAM - Using the Meituan as an example. EasyChair Preprint, 4643, 1-16.
Zhao, H., & Song, L. (2022). Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach. Frontiers in Psychology, 13, 1-11. https://doi.org/10.3389/fpsyg.2022.911565
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the impact of brand image and brand loyalty on brand equity: the mediating role of brand awareness. International Journal of Innovation, Creativity and Change, 15(2), 1091-1106.