Managing i-branding to create brand equity

Brychan Thomas, Yann Truong, Geoff Simmons

    Research output: Contribution to journalArticlepeer-review


    Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity.
    Original languageEnglish
    Pages (from-to)1260 - 1285
    Number of pages25
    JournalEuropean Journal of Marketing
    Issue number9
    Publication statusPublished - 1 Jan 2010


    • internet marketing
    • electronic commerce
    • brands
    • brand equity
    • interpersonal communications
    • marketing communications


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