During the past 15 years, brand equity has been a priority topic for both practitioners and academics. In this article, the authors propose a new framework for conceptualizing brand equity that distinguishes between brand equity, conceived of as an intrapersonal construct that moderates the impact of marketing activities, and brand value, which is the sale or replacement value of a brand. Such ...

Informal settlement as a global urban phenomenon encounters different social, physical and economic shortcomings. These fabrics especially in cities of the global south experience an escalating gap with developed urban areas. In this regard, faltering economy plays a major contribution in continuity of poverty and exclusion. In Iran, Empowerment plan could not lead to favorable and stable resul...

the aim of this study was to determine those factors affecting domestic sports brand equity using structural equation modeling. this research was a descriptive survey. 210 elite athletes of ahvaz city were randomly selected using krejcie and morgan table (n=450). a researcher-made questionnaire was used to collect data. its validity was measured by a number of experts in the field and its relia...

Literature widely explores Corporate Social Responsibility (CSR), Online Social Networks and consumer behavior individually. However, research linking them has been scarce. Therefore, this study aims to assess the effect of CSR information provided through Facebook on consumers’ brand image and purchase intention, considering the role of consumer ́s product involvement. A fictitious brand profil...

Considers the significance of corporate identity, internal brand/identity images, and brand identification for orientation. Three propositions based on above are formulated. By highlighting importance these concepts, scholars more fully able to comprehend connectedness between concepts. The same is true senior managers who have responsibility managing nurturing meaningful orientated organizatio...

This research uses the theory of flow to examine the effect of 2D versus 3D virtual world environments on brand equity and use intention. The results suggest that a 3D virtual world environment has both positive (indirect) and negative (direct) effects on brand equity. The positive, indirect effect of the 3D virtual world environment occurs through feelings of telepresence and enjoyment, both o...

Brand influencing factors including customer experience, brand innovativeness, word of mouth, and advertising, are studied in the previous research. However, there is a dearth exploratory endeavors study relationships between corporate social responsibility, customer-based equity context retail banking sector developing nations. Therefore, present aims to examine roles advertising equity, evalu...

Historically, non-financial data, including corporate governance, was not considered in mainstream equity valuation methodologies, analysis and investments. However, past as well as recent corporate scandals have led to a rising acknowledgement within the investor community that governance factors may have the potential to affect corporate performance and by extension corporate valuation. And a...

Background. Brand personality as a part of brand identity plays an important role in communications; if a brand has no personality, it cannot introduce itself and stay in the mind of the customer. Customer understanding about a brand is far more important than what is expressed as brand reality. Thus, developing an appropriate personality for creating a compatible image of the brand in the cust...