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,...

The authors propose a new approach for measuring, analyzing, and predicting a brand’s equity in a product market. Brand equity is defined as the incremental contribution ($) per year obtained by the brand in comparison to the underlying product (or service) with no brand-building efforts. The incremental contribution is driven by the individual customer’s incremental choice probability for the ...

[Excerpt] Despite the importance of the first stage of recruitment, there has been limited research regarding the factors that influence job seekers’ decisions during this stage or how firms can systematically impact those factors (Barber, 1998). There is some evidence that employment brand equity (Cable & Turban, 2001; Collins & Stevens, 2002) affect job seekers’ attraction to and intentions t...

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds fo...

Building on the extant research on branding and social media, this study examines the nature of an online brand community as a B2B brand communication platform through netnographic analysis of the CISCO LinkedIn Group discussions. The empirical analysis yielded four distinct themes characterizing B2B brand communication within the online community that contribute to the existing theory: company...

The building blocks of our model are bounded-rational actors with specific sets of endowments: ’entrepreneurial spirit’, human capital and venture capital. The entrepreneurial behavior to found a firm is triggered by the individuals’ endowments, their social network and the evaluation of the economic situation. Bandwagon effects occur when high growth rates in emerging markets increase firm ent...