the aim of this study was to identify the model of the effect of brand communities based on social media on value creation practices, brand trust and brand loyalty. the statistical population consisted of all members of sport brand communities of social media in mazandaran province and 115 subjects were selected as the sample. for data collection, brand communities (laroche et al., 2012) questi...

Examines how corporate names add value to branded fast moving consumer nondurable goods. Uses conjoint analysis to test combinations of brand names, corporate names and prices of confectionery countlines. The results show that both brand names and corporate names add value although some add more value than others. The market is price sensitive so pricing above a threshold level wipes out much o...

Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relatio...

Although the importance of various brand-related stereotypes held by consumers has been acknowledged in marketing literature, their interplay not yet considered. We derive four alternative theoretical models relationships between brand, brand origin and user effects on consumers’ value perceptions. The are subsequently tested two nationally representative samples Germany Serbia, respectively. b...

In this paper, we study the dynamic production location decisions of a manufacturer of a certain branded product. Considering brand-image as a form of goodwill, we extend the well-known Nerlove–Arrow dynamic model by adding both country-image and price. Formulating an optimal control problem for a group of countries in which the cost of production is convexly increasing with country-image, we a...

Drawing on Urde’s (2003) business model of corporate brand value creation, this exploratory study considers whether or not the use of social media for educational rather than marketing purposes can enhance student perceptions of the University corporate brand and thus increase brand loyalty. Based on focus groups with new students through to final year students at a Business School in a Scottis...