This article provides a systematic overview and conceptual analysis of existing research on
brands and branding in the literature on media management. The aim is to advance …

Although brand equity is an important source of competitive advantage online, previous
conceptualisations and measures overlook the unique characteristics of the internet that …

Competitive Strategy for Media Firms introduces the concepts and analytical frameworks of
strategic and brand management, and illustrates how they can be adapted according to the …

The popularity of peer-to-peer digital brands (P2P-DBs) offers significant implications for
branding theory and practice. P2P-DBs are relying on a trust mechanism that is driven by a …

During recent years the number of World Wide Web (WWW) sites and visitors has increased
very rapidly. WWW site evaluation has focused more on click‐through rates than on brand …

Social media has become a value-adding marketing channel. With the significance of social
media for online small businesses and the lack of understanding of this area, this study …

The objective of this paper is to systematize the research on the consumer digital trust from
2016 to 2022 and to determine existing and future research trends. The authors apply a …

Purpose–The purpose of the paper is to systematically review and summarize the literature
addressing various sources of online brand equity. The evolution of social media, online …

This study investigated the effectiveness of a brand marketing strategy that can be used by
Asian brands originating from particularly emerging Asian countries to introduce themselves …

Purpose Brand awareness is a key cognitive metric and a vital component of consumer-
based brand equity. Generating and maintaining brand awareness has been an important …