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When the Swatch × Audemars Piguet “Royal Pop” collection triggered overnight queues at luxury malls, something interesting happened: a watch launch stopped being a product event and became a behavioral experiment in real time. People weren’t just buying timepieces. They were participating in a system of scarcity, identity, and collective excitement that reveals how modern […]
Abstract Recommendation engines have become central to digital consumption, shaping what users see, choose, and ultimately become. This article examines how algorithmic systems influence and reconstruct consumer identity in platform-mediated environments. Drawing from consumer research, identity theory, and artificial intelligence studies, the paper argues that recommendation systems do not merely reflect preferences but actively participate […]
Abstract Brand equity remains one of the most valuable intangible assets in modern marketing, shaping both consumer behavior and firm performance. This article synthesizes foundational and empirical research to examine how brand equity can be effectively measured and leveraged to enhance customer loyalty and profitability. Drawing on established models, including consumer-based brand equity (CBBE) frameworks […]
Abstract The rapid expansion of the creator economy has transformed digital platforms into viable spaces for income generation. However, global monetization models are not universally applicable, particularly in emerging market contexts characterized by infrastructural constraints, cultural diversity, and institutional gaps. This article explores how creators in emerging economies localize global monetization strategies to navigate these […]