personal branding is a planned effect of brand identification and is crucial for brand value creation in social networks. …Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their … potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose …

and brand-customer loyalty. Infact, one of the most important factor able to transform the marketing scenario in the last … to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity … connected performance in terms of the brand and customer loyalty. In that scenario is necessary to rethinking some management …