The interaction between brand managers and his/her social networks in any firms constitute a complex social system. This study posited that the quality of the relationship between a brand manager and his/her networks is imperative in fostering the quality of internal brand management which in turns increase the employee based brand equity. The participants for the study were 124 brand managers from Dubai firms specializing in consumer goods. The quantitative data was analyzed using structural equation modeling (SEM). Network size and cost was found to affect information generation and knowledge dissemination.

• Wisker Zazli(American University Of The Middle East)
• Poulis Athanasios(American University Of The Middle East)
• Panigyrakis George(Athens University of Economics and Business)
• Panopoulos Anastasios(University of Macedonia)