The Community trade mark has effectively been available since April 1, 1996, although recourse to this tool does not imply abandonment of protection at a national level something still of interest to SMEs. Market globalisation has led to increasingly more frequent horizontal and vertical integration being carried out between companies, with the effect being that of ‘anchoring’ the trade mark mo...

–The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events), oral communicatio...

OBJECTIVE To investigate patients' reported outcome following medication with two brands of 400 mg ibuprofen used to alleviate musculoskeletal pains. METHODS Adult peasant manual laborers (85) who met criteria were randomly assigned to receive either of the brands (A or B). Data on pain alleviation were gathered using the Short-Form McGill Pain Questionnaire (SF-MPQ), Visual Analogue Scale (V...

In order to study the motivation of consumers’ interactive participation in virtual brand community, software AMOS18.0 and SPSS21.0 is separately used to conduct the exploratory factor analysis and the confirmatory factor analysis with two independent samples. The research results shows that customers’ interactive behaviors in virtual brand community are mainly motivated by contribution motivat...

Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers’ participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibi...

This study explored how consumer interactions evolve within an emerging brand community. Since newly formed brand communities are marked by the presence of scalefree networks, an ethnographic study among individuals in their second year of tailgating at American football games was conducted to examine whether group leaders were able to empower their followers and alleviate the Achilles’ Heel of...

Intense global competition in the tourism industry forces destinations to develop strong, unique and competitive destination brands. This is not an easy task since the sector is extremely fragmented and many images are beyond their control. This working paper explores the concept of destination brand communities which provides a platform for facilitating connectivity, trust building and decisio...