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Björn Borg was born in Stockholm, Sweden, on 6 June 1956, the only child of Rune (1932–2008), an electrician, and Margaretha Borg (b. 1934). [4] He grew up in nearby Södertälje. As a child, Borg became fascinated with a golden tennis racket that his father won at a table-tennis tournament. His father gave him the racket, beginning his ...
When we say that a brand has a positive brand-image, it means that the brand has established some strong, favorable and unique associations with the consumer's self-image [8] (e.g. iPods have a strong and explicit image of being trendy, fashionable and high-tech, a combination of brand image that is unique and valued by young people). These ...