Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...

There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based o...

Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virt...

Social media brand communities have been widely adopted by marketers as a marketing channel to engage consumers, and by consumers as a source of product/brand information prior to their purchase decisions. The popularity of social media brand communities has attracted some academic research efforts. However, there still exist important research gaps to be addressed in the existing literature. F...

This paper proposes an audience selection framework for online brand advertising based on user activities on social media platforms. It is one of the first studies to our knowledge that develops and analyzes implicit brand–brand networks for online brand advertising. This paper makes several contributions. We first extract and analyze implicit weighted brand–brand networks, representing interac...

This research examines how core consumers of selective brands react when non–core users obtain access to the brand. Contrary to the view that non–core users and downward brand extensions pose a threat to the brand, this work investigates the conditions under which these non–core users enhance rather than dilute the brand image. A distinction between two types of non–core users based on how they...

A brand is not a logo. A brand is not a tagline. And, in the case of place-brand, a brand is the inherent set of experiences that are understood and lived by the community. Technology has not only changed the way we communicate; it has in many ways destabilized organizational control over brands, making organic brand creation not only important, but also essential. This paper studies how social...

Many firms operate brand-specific social networks or “communities” online. This is motivated by the belief that community members become more engaged with the brand, and as a result, increase their activity with the firm. We label the revenue generated from this activity as “social dollars.” This research tests for the existence and magnitude of social dollars via a difference-in-differences es...