search query: @freeterm BRAND EQUITY / total: 26
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| Author: | Simmons, G. Thomas, B. Truong, Y. |
| Title: | Managing i-branding to create brand equity |
| Journal: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1260-1285 |
| Index terms: | brands internet electronic commerce marketing case studies |
| Freeterms: | brand equity |
| Language: | eng |
| Abstract: | The purpose of the article is to examine and explain the managing of i-branding in companies in order to create brand equity. Seven case studies from a sample of 20 food companies are presented. The study reveals different tools that are used in i-branding management, classified by experience, credence and search characteristics. Furthermore, the authors emphasize the importance of understanding the targeted customers, which is crucial in selecting the right tools for i-branding. |
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