Developed to address the challenges of the social web, this study aims to determine how consumers’ involvement in user-generated content (UGC) affects brand equity. The formation and testing of a conceptual model addresses a gap in the literature by exploring links between UGC, involvement and consumer-based brand equity. Based on previous research complemented by depth interviews with experts,...

B has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper iden...

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 ...

Many brand collaboration platforms—such as sponsorship, celebrity endorsement, influencer marketing, product placement, cobranding, and human branding—build strong relationships between brands contribute to the equity of two or more brands. Brand equity, since inception, has been concerned with value a brand, how this is built measured, marketplace responds it. Based on previous work in respons...

0