...Omer Bayar; Atefeh Yazdanparast Purpose The study investigates the impact of sponsorships on brand value, the numerical value of brand equity. Design/methodology/approach Our sample consists of annual observations for 106 firms publicly traded on the major US exchanges for the period from 2000...

... the impact of social commerce on the co-creation process of brand value in a social commerce setting. Design/methodology/approach A questionnaire survey was conducted online to gather 300 eligible responses. The data were empirically validated using the partial least squares structural equation modelling...

... financial performance and reputation determine the customer's perception of the company, which affects their engagement. This study is based on the theories of engagement, stakeholder and signalling. Are customers engaged solely based on their feeling of satisfaction, or do employees and brand value play...

... of this paper is to propose a conceptual framework that assesses the brand value of emerging devices as perceived by Gen Y-ers, identify the components that contribute to its formulation, and investigate its relative influence on the development of brand relationships, represented by satisfaction and brand...

... Publishing Limited 2013 Endorsement Branding Celebrity endorser Brand value Brands Product endorsement On average, one in five UK and one in four US advertisements feature a celebrity in today's marketing campaigns. On a global scale also roughly every fifth ad includes a celebrity...