Brand equity for online companies
RE Rios, HE Riquelme - Marketing Intelligence & Planning, 2008 - emerald.com
Purpose–The purpose of this paper is to determine if the traditional approach to measuring
brand equity applies to online companies. Design/methodology/approach–This objective is …
brand equity applies to online companies. Design/methodology/approach–This objective is …
Sustaining the brand idea in electronic environments
T Kollmann, C Suckow - International Journal of Business …, 2008 - inderscienceonline.com
In addition to the functional value of a brand, the academic branding literature also
emphasises the symbolic function of a brand. The importance of emotional values is often …
emphasises the symbolic function of a brand. The importance of emotional values is often …