Puphoung, S., Watanarawee, W., Rattanasimakul, K. and Khattiya, S. 2025. The Influence of Brand Equity on Brand Loyalty toward Apple: The Mediating Role of Brand Tribe and the Moderating Role of Media Exposure. Connexion: Journal of Humanities and Social Sciences. 14, 2 (Dec. 2025), 73–94.