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

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	1260 - 1285
Number of pages	25
Journal	European Journal of Marketing
Volume	44
Issue number	9
DOIs	https://doi.org/10.1108/03090561011062835
Publication status	Published - 1 Jan 2010

Keywords

internet marketing
electronic commerce
brands
brand equity
interpersonal communications
marketing communications

Access to Document

10.1108/03090561011062835Licence: CC BY-NC-ND

Cite this

@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",

month = jan,

day = "1",

doi = "10.1108/03090561011062835",

language = "English",

volume = "44",

pages = "1260 -- 1285",

journal = "European Journal of Marketing",

issn = "0309-0566",

publisher = "Emerald Group Publishing Ltd.",

number = "9",

}

TY - JOUR

T1 - Managing i-branding to create brand equity

AU - Thomas, Brychan

AU - Truong, Yann

AU - Simmons, Geoff

PY - 2010/1/1

Y1 - 2010/1/1

N2 - 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.

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

U2 - 10.1108/03090561011062835

DO - 10.1108/03090561011062835

M3 - Article

VL - 44

SP - 1260

EP - 1285

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 9

ER -

Managing i-branding to create brand equity

Abstract

Keywords

Access to Document

Fingerprint

Cite this