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| Tekijä: | Simmons, G. Thomas, B. Truong, Y. |
| Otsikko: | Managing i-branding to create brand equity |
| Lehti: | European Journal of Marketing
2010 : VOL 44:9/10, p. 1260-1285 |
| Asiasana: | brands internet electronic commerce marketing case studies |
| Vapaa asiasana: | brand equity |
| Kieli: | eng |
| Tiivistelmä: | 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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