The present study aims to meet the need for a refinement of the consumer-based brand equity scale and to address the … limitations of the previous research on the subject. Based on previous measurements of brand equity, CBBE is conceptualized in … this study as a four-dimensional model consisting of brand awareness, brand association, perceived quality, and brand …

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 … among social networking sites as an act of brand identification. Social network users, unlike it is in real life, do not …

agreements throughout their careers. We use athlete brand management, defined as the balancing of brand building and brand … revenues. Second, we analyze appropriate brand management strategies at different stages of an athlete's life cycle. We propose … contingencies determine the appropriate, i.e. revenues-optimizing, brand management strategy of an athlete at any career stage …