key for the sponsoring brand’s outcomes. A theoretical model based on the attachment, social influence and brand … the viewer’s intention to perform positive behaviors toward the sponsoring brand, such as recommendation, purchase … bond with esports players and the bond’s impact on the development of positive behaviors toward the sponsoring brand. …

sampling method. Therefore, the study cannot be generalized. Practical implications An emphasis on building an organic brand …

expectation confirmation model (ECM) combined with brand awareness and image, website quality and visual appeal to evaluate the … Brand awareness, brand image and satisfaction are the variables that best explain continuance intention. The leftover … constructs can empirically explain ECM. Originality/value This study seeks to understand the significance of brand awareness and …

investment for the brand is and how it lends itself to a firm situation. In particular, in this situation, the main beneficiaries …

Abstract The article analyses the brand image concept, brand development stage, and the brand image importance. In … order to create a strong brand image, the user must be provided with the structured information, which is stored in its … memory and awareness shape and enhance the brand associations. To create a user emotional attachment to the brand, it is …