Although there is a large body of research on brand equity, little in terms of a literature
review has been published on this since Feldwick's (1996) paper. To address this gap, this …

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality
and aesthetic appeal, on consumers' perceived online service quality and satisfaction during …

This has long been the one book that students can rely on to get them thinking critically and
strategically about branding. This new fourth edition is no exception. THE definitive …

Purpose–The main research question of the paper is to determine whether technology
nowadays is overcome by customer preferences and needs. In particular, the role of the …

The value of capability maturity models for assessing management of digital channels within
an organisation is reviewed. The capability maturity model described covers six key digital …

Purpose–The purposes of this paper are to test sources of brand equity for online
companies and to examine the role of selective internet marketing activities on the brand …

Brand extension has been a subject of increasing interest and scholarly investigation for
researchers in over a decade; however, little research has been directed toward …

This study investigates the effects of different levels of invariance analysis on three
dimensional (3D) product authenticity model (3DPAM) constructs in the e-retailing context. A …

Different from traditional firms, online retailers do not often produce common goods on their
own. On the contrary, they sell merchandises that traditional firms produce. Furthermore …

Scant research attention has been given to the study of the effects of brand community on
brand equity. This research study addresses the aforementioned gap by innvestigating the …