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...

Although primarily focusing on the internal resource endowment of the firm, RBV has the potential to address the firm’s embeddedness in the business environment as well. At present, RBV research lacks a sound understanding of the development of competitive advantages in industries. A change...

Outsourcing is an organizational measure that changes the resource dependencies of a company. In this paper, a framework is developed from the perspective of the resource dependence approach to explain strategic outsourcing in the German engine building industry. On the basis of the NIFA panel,...

In this article we try to present the general impression that online learning/real time virtual learning conveys. The myriad interpretations of online education are depicted elaborately along with its advantages and influence on various stakeholders. The disadvantages of online education reveal...

A brand represents the awareness and the image that a product has managed with a segment of customers. In business terms, a brand can be defined as a specific relationship created within a given market for the promotion of a particular product. The specific existing relationship between a brand...

The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime television and newspaper content. One commonly...

Sales promotion (SP) is an inevitable tool in the marketing communications mix, especially in the FMCG markets, due to pressures such as retailers’ growing demands and increasing competition. This has proven to be an issue for many companies, especially those with a premium brand positioning...