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 |
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Pages (from-to) | 1260 - 1285 |
Number of pages | 25 |
Journal | European Journal of Marketing |
Volume | 44 |
Issue number | 9 |
DOIs | |
Publication status | Published - 1 Jan 2010 |
Keywords
- internet marketing
- electronic commerce
- brands
- brand equity
- interpersonal communications
- marketing communications