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Market competition requires firms to focus their efforts on obtaining sources of competitive advantage. One of the principal means that firms can employ to achieve this is by building strong brands (Castañeda-García et al., 2020). The importance of brands as a key identifier is widely recognized, as they are considered primary assets for organizations. Indeed, the brand can be considered a firm’s most valuable asset, par excellence, facilitating the consumer’s choice by differentiating products associated with the different brands and encouraging the purchase process (Sasmita & Mohd Suki, 2015). In turn, brands also help the customer achieve a degree of long-term commitment and loyalty (Aaker & Joachimsthaler, 2000). But the power of brands resides in the minds of consumers. Therefore, marketers must endeavor to design marketing strategies that successfully generate positive perceptions, feelings, beliefs, and …