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

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10.1108/03090561011062835Licence: CC BY-NC-ND

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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.",

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

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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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JO - European Journal of Marketing

JF - European Journal of Marketing

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Managing i-branding to create brand equity

Abstract

Keywords

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