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)...

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 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...

Lately, a new trend has specially outreached on the Information Society that of Social Computing. Starting from a citizen-focused model of health seamless provision of services, this paper analyses some current Web 2.0 initiatives on the Health sector. These opportunities would not be fully...

Enhancing the agility of the response to market demands is one of the most desirable qualities for the management of today’s enterprise, which is facing an unstable environment, with abrupt, frequent and unpredictable changes. The paper proposes a model o

Starting from a model of the factors which are directly involved in the consumer’s buying behavior – brand image, the perception of purchase risk, the attitude towards the product category and, in this context, the attitude towards the brand, the buying i

Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product...

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...

Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing-mix. Country and brand images are some of the cues proven to be of significant impact on consumer behavior. This paper studies country and brand image multi-dimensional structures across...

Nowadays, technology enables businesses to make transactions without human interaction, which increases their operations, but also erodes the personal nature of commerce and brand loyalty, in most of the cases. Independent lines of research have warned about this phenomenon, pointing out that...