the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the … markets and that even unprofitable products may be used to stabilize the umbrella brand. However, umbrella branding does not …

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, evidence about what drives a successful Facebook brand post is …