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 … influence on brand equity and brand attitude. In addition, the analysis indicated that firm-created social media communication …

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 …

A key precept of brand extension theory is that brand extension, as opposed to new brand, reduces the risk of new … the dynamics of sales. In particular, in the movie industry—where brand extension takes the form of sequels—sequels' sales … confirming that new brand extensions are indeed less risky to consumers than new brands, our results also suggest that signaling …

We analyze structural state dependence in brand choice using variation from brand switching during stock-outs caused by … brand switching due to stock-outs. …

To explore how occurring critical incidents affect customer-brand relations, this study measures the impact on the … concept of customer-based brand equity. More precisely, a structure equation model is specified and differences in latent … factor means are estimated taking into account perceived quality, various brand associations, loyalty and overall brand …