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Tekijä: | Argyriou, E. Kitchen, P. Melewar, T.C. |
Otsikko: | The relationship between corporate websites and brand equity: a conceptual framework and research agenda |
Lehti: | International Journal of Market Research
2006 : VOL. 48:5, p.575-599 |
Asiasana: | brands |
Vapaa asiasana: | equity corporate websites |
Kieli: | eng |
Tiivistelmä: | This paper develops a series of propositions to present how corporate brand entities can manage their brand equity at their corporate website interface. Based on existing conceptual and empirical data it presents a theoretical framework and research agenda of such a relationship. |
SCIMA