Managing i-branding to create brand equity

Brychan Thomas; Yann Truong; Geoff Simmons

doi:10.1108/03090561011062835

Managing i-branding to create brand equity

Brychan Thomas, Yann Truong, Geoff Simmons

Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid

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Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity.

Iaith wreiddiol	Saesneg
Tudalennau (o-i)	1260 - 1285
Nifer y tudalennau	25
Cyfnodolyn	European Journal of Marketing
Cyfrol	44
Rhif cyhoeddi	9
Dynodwyr Gwrthrych Digidol (DOIs)	https://doi.org/10.1108/03090561011062835
Statws	Cyhoeddwyd - 1 Ion 2010

Mynediad at Ddogfen

10.1108/03090561011062835Trwydded: CC BY-NC-ND

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@article{f2b10479701d474686270461cb07e369,

title = "Managing i-branding to create brand equity",

abstract = "Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity.",

keywords = "internet marketing, electronic commerce, brands, brand equity, interpersonal communications, marketing communications",

author = "Brychan Thomas and Yann Truong and Geoff Simmons",

year = "2010",

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doi = "10.1108/03090561011062835",

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AB - Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity.

KW - internet marketing

KW - electronic commerce

KW - brands

KW - brand equity

KW - interpersonal communications

KW - marketing communications

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DO - 10.1108/03090561011062835

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JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

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Managing i-branding to create brand equity

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