Understanding potential of a city can be defined by some indicators. One of them is by identifying six indicators that well known as Nation Brand Hexagon. Nation Brand Hexagon are: People, Tourism, Exports, Governance, Investment and Immigration, and Culture and Heritage. By understanding and...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Brand presences on social network sites (SNSs) like Facebook, Twitter, or Google+ form important communication tools for marketers in the social media environment. Engaging the consumer in an ongoing dialogue via brand fan pages, especially on Facebook, becomes more and more important. However,...

We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...