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

Anne Martensen, Lars Gronholdt and Simon Trajcevski

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 marketing concepts since the late 1980s, both in academic research and business practice (Srinivasan et al., 2001, p. 1). “Brands are at the heart of marketing and business strategy” (Doyle, 1998, p. 165) and building brand equity, or strong brands, is considered to be one of the key drivers of a business's success (Prasad & Dev, 2000, p.22).

An...

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