Building customer-brand relationships on the internet - development of an online brand equity model

Branding via the Internet is very important to e-commerce companies. The purpose of this paper is to develop a customer-based brand equity model for the measuring and managing of online brand equity.
  

Building customer-brand relationships on the internet: development of an online brand equity model

Anne Martensen, Lars Grønholdt & Simon TrajcevskiCopenhagen Business School

1. INTRODUCTION

Brand equity has become one of the most important...