Companies need to measure brand equity to make the best tactical and strategic decisions related to this intangible asset. Therefore, this paper develops a measure of brand equity using a formative approach. Unlike previous research, this study proposes a second-order formative model and...

[ES] Las empresas necesitan medir el valor de sus marcas para poder tomar las mejores decisiones tácticas y estratégicas relativas a estos activos intangibles. Es por ello que este trabajo desarrolla un instrumento de medida del valor de marca utilizando un enfoque formativo. A diferencia de...

Examines the issues associated with the creation and development of service brands in corporate branding. Initially considers the increasing importance of the services sector, the appropriateness of corporate versus individual branding and how service organisations have challenged the...

Corporate brand identity management is a key issue for any organisation. Accordingly, its study is a research field of great interest. This paper seeks to broaden the understanding of this strategic activity and its effects. Specifically, it investigates the concept of corporate brand identity...

Purpose Gamification is a tool with great potential to motivate individuals to increase their physical activity. That is why sport apps for mobile devices, such as Nike+ or Strava, have integrated game elements. There is, however, little evidence of gamification's effectiveness in this field....

Purpose Gamification is a tool with great potential to motivate individuals to increase their physical activity. That is why sport apps for mobile devices, such as Nike+ or Strava, have integrated game elements. There is, however, little evidence of gamification's effectiveness in this field....