In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable...

The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation model (SEM)...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

This paper performs a comparative analysis of niche brands. Within surfing and snowsport markets, key companies, with distinctive brand names, market specifically to their respective subcultures. Each brand embodies an individuated personality, markets according to unique criteria and evolves...

This paper focuses on the concept of country-of-origin and its effects on consumers’ product evaluation process. Given the increasingly competition in the context of a global market, nowadays it has become a difficult task to create and maintain a sustainable competitive advantage. Consumers...

Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation...

The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a...

Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation...

Non-financial risk factors play a fundamental role in supporting the competitive position of companies in many of today's industries. Though, assessing these ambiguous factors in a valuation based on a Monte-Carlo simulation is particularly difficult. This paper presents how the fuzzy-set theory...

This paper explores the potential for systematic scrutiny of the language of top management to reveal signals of possible deceptive conduct. The language used in letters signed by Ramalinga Raju, Chair of the Indian multi-national company Satyam, are analysed using a multi-method quantitative...