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Since the eighties, the subject of brand equity has been one of the best-known and discussed concepts in the academic literature of marketing. Due to this, on one hand it has allowed to increase its importance, but on the other hand, it also meant a proliferation of definitions, conceptualizations and theories, without a unique and universally accepted ones (Keller, Busacca, & Ostillio, 2005). In particular, a major area of concern within this academic strand is related to methods and models of measuring brand equity, because this analysis can be a very important tool, not only for the marketing management, but also, and especially, for the whole business management. The objective of this doctoral thesis is threefold. First, it offers a detailed review of the literature about methods and measurement models of customer-based brand equity, starting with an overview of the definitions of brand and brand equity, as well as the advantages of a positive brand equity and the potential uses of this parameter within the business management. Moreover, it allows analyzing which product categories and communication tools have already been presented in the literature, in relation to the impacts of these tools on brand equity. In this context, particular attention is paid on the issue of communication 2.0, on its peculiarities and the new challenges that brand equity is taken to address through these media. In fact, the impact of social media on business performance remains an issue a little bit explored (Bruhn, Schoenmueller, & Schaefer, 2012; Schivinski & Dabrowski, 2015). Subsequently, I intend to present an innovative model for measuring customer-based brand equity 2.0. More in details, through the literature review it is possible to identify assumptions, measurement scales, items and methods useful for the formulation of a measurement model of customer-based brand equity. Specifically, it has been identified the methodology of structural equation modeling, which allow to che

Purpose: The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance. Design/methodology/approach: A qualitative method was adopted with a case study on Monza and Brianza province (northern Italy) which is strongly involved in EXPO2015 initiatives. The triangulation among multiple sources such as documents, interviews and observation, allow for deeper data collection. Findings: A mega event can enhance development and repositioning also of minor territories. There are, however, two main conditions for benefiting from such an opportunity: to plan the marketing mix, taking into account people and partnerships, and to ensure a vision on territory through coordination with a legacy perspective. Research limitations/implications: This study is not representative or generalizable. However, it gives insights into the mechanism of coordination and collaboration between different stakeholders and on how to plan the Monza and Brianza marketing mixes. Practical implications: The research has implications for governance mechanisms and for marketing politics both for public and private decision-makers, especially in the pre-mega event phase, but also with some inputs into legacy phase. Originality/value: The research is original for three reasons: the context concerns Monza and Brianza province, and so can help understand how mega events can help a minor territory reposition itself; the research looks at the managerial implications of place marketing in this pre-event phase; and in Italy, provinces are being reorganized or abolished: this case study looks at a province and its future.