This paper examines the relationship between brand associations (anything in the consumer's mind linked to a specific … team brand) and brand loyalty in US professional sport. To study the relationship between 13 brand association dimensions … and brand loyalty, a survey of professional sport consumers was completed (N = 929). Results of multiple regression …

recall rate and that brand prominence affects the recall rate. In experimental group 2 ( n =68), respondents were tasked to …

the development of strong brand equity. In this paper, the authors focused on the relationship between brand variables and … marketing activities on the development of brand equity. More specifically, the purpose of this paper is to study the impact of … brand personality on the evaluation of marketing promotional activities and the impact on the brand equity. Design …

discuss these issues. Design/methodology/approach – The paper provides a thorough discussion on the concept of brand dilution … questionnaire was employed, which was completed by 13 brand managers representing institutions from the Atlantic Coast Conference … Southeastern Conference. Findings – Qualitative questionnaire responses from collegiate brand managers suggest that licensing …

– The indication is that there are opportunities for luxury wine brand managers to use social media as a tool in their … take directions in social media today that would have been unlikely if not impossible five years ago. While brand managers … particular research will present brand managers with a tool that will assist them in directing conversations that occur around …

Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese … their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand … awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple …

brand meaning is constructed. Design/methodology/approach – Conceptual implications are drawn from an analysis and … discussion of the literature in the fields of brand management, meanings, rhetoric, and narratives. Findings – Brand managers are … progressively losing control over the multiple sources of brand meaning. Brand meaning is co‐created during the consumer‐brand …

, brand managers, and scholars of branding.  …