The construction of brand identities today can not be reduced to a simple set of attributes that consumers/users just accept consenting and as a closed box. It is rather a system that, in a society inclusion-oriented, increasingly appears as the result of an ideal alchemy between social and product values, emotional and rational contents, collective and corporate cultures. the brand/visual desi...

Methods to determine acceptable architecture for multiple platforms supporting multiple brands must represent both platform cost saving commonization as well as revenue enhancing brand distinctions. Functional architecting methods determine modularization based upon functional concerns. Brand identity is additionally determined by sensory aesthetics. We introduce three architecting rules to mai...

Purpose of Paper This article investigates components/factors that influence stakeholders’ perception of a professional sports team brand and how these components can generate brand equity for a professional sports team. Theoretical Background Utilising the work of Gladden et al. (1998) and their initial conceptual framework, the paper develops a brand equity conceptual framework applicable to ...

Background. A soccer ball is the principal piece of sports equipment for soccer and original brands compete with each other for a big pie of the market. Objectives. The aim of this study’s interpretive structural model (ISM) was to ascertain the factors that affect the intent to purchase original brand soccer balls. Methods. First, by a study of the literature and by the use of the Delp...

This study examines how customer interactions in virtual brand community (VBC) affect perceived benefits and brand loyalty. We propose an integrated framework to conceptualize the relationships between VBC interactions, perceived benefits, participation and loyalty, with brand identity as moderating variable. Given the popularity of Apple’s products in China, Mcfans, a VBC frequented by Apple c...