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 …

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 …

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 …