Academic literature on the topic 'Online brand equity'
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Journal articles on the topic "Online brand equity"
Sandhe, Ashutosh Anil. "Consumer Based Brand Equity and Attitude Towards Leading Online Shopping Websites in India." International Journal of Advances in Management and Economics 8, no. 5 (August 30, 2019): 16–27. http://dx.doi.org/10.31270/ijame/v08/i05/2019/3.
Full textSandhe, Ashutosh Anil. "A descriptive study of brand equity of india's popular online shopping sites." Independent Journal of Management & Production 11, no. 2 (April 1, 2020): 324. http://dx.doi.org/10.14807/ijmp.v11i2.1066.
Full textRios, Rosa E., and Hernan E. Riquelme. "Brand equity for online companies." Marketing Intelligence & Planning 26, no. 7 (October 24, 2008): 719–42. http://dx.doi.org/10.1108/02634500810916681.
Full textMokha, Anupreet Kaur. "Brand Equity, Brand Satisfaction, and Brand Loyalty." International Journal of Online Marketing 11, no. 3 (July 2021): 34–50. http://dx.doi.org/10.4018/ijom.2021070103.
Full textRaharja, Mahardhika Cipta. "ANALISIS EKUITAS MEREK PADA PERUSAHAAN ONLINE." Mabsya: Jurnal Manajemen Bisnis Syariah 1, no. 1 (June 28, 2019): 55–78. http://dx.doi.org/10.24090/mabsya.v1i1.3151.
Full textKrebs, Isabelle, and Juliane A. Lischka. "Is audience engagement worth the buzz? The value of audience engagement, comment reading, and content for online news brands." Journalism 20, no. 6 (January 28, 2017): 714–32. http://dx.doi.org/10.1177/1464884916689277.
Full textSan, Lim Ying, Azizah Omar, and Ramayah Thurasamy. "A conceptual study of the formation of online brand equity: The role of online brand trust." Global Journal of Business and Social Science Review (GJBSSR) Vol. 2(2) 2014 2, no. 2 (April 21, 2014): 69–76. http://dx.doi.org/10.35609/gjbssr.2014.2.2(9).
Full textLiu, Chengchen, Ya Zhang, and Jing Zhang. "The impact of self-congruity and virtual interactivity on online celebrity brand equity and fans’ purchase intention." Journal of Product & Brand Management 29, no. 6 (June 27, 2020): 783–801. http://dx.doi.org/10.1108/jpbm-11-2018-2106.
Full textWeiger, Welf H., Hauke A. Wetzel, and Maik Hammerschmidt. "Leveraging marketer-generated appeals in online brand communities." Journal of Service Management 28, no. 1 (March 20, 2017): 133–56. http://dx.doi.org/10.1108/josm-11-2015-0378.
Full textKruger, H., and L. C. H. Fourie. "An investigation into the uniformity and non-uniformity of online/offline retail brand building in South Africa." South African Journal of Business Management 34, no. 4 (December 31, 2003): 27–34. http://dx.doi.org/10.4102/sajbm.v34i4.689.
Full textDissertations / Theses on the topic "Online brand equity"
Zetterberg, Martin, Pontus Davidsson, and Mathias Johansson. "Brand Equity for Service Brands Online." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44567.
Full textRios, Rosa Elvira, and rosariosq@hotmail com. "Sources and antecedents of brand equity for online companies." RMIT University. Management, 2008. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080721.120726.
Full textMackin, Kevin, and Simon Skogman. "Online brand community : Värdeskapande genom interaktioner och aktiviteter." Thesis, Linköpings universitet, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-129901.
Full textOnline brand community (OBC) is intended to be a powerful, and potentially valuable, tool for businesses. However, the outcome has shown that companies have had difficulties responding to their OBC:s. It has resulted in companies missing the potential values that OBC offered. In order to increase knowledge about value creation and reception of the OBC:s a netnography of Minecraft and Netflix, respectively OBC has been conducted. The study examined how interactions and activities contributed to the creation of value by an increased brand equity and new innovation. It also highlighted how the OBC:s differed depending on whether the OBC:s were focused on the topics of innovation versus brand equity. The study found seven interaction patterns to analyse. The interaction patterns showed differences between the OBC:s ,based on their focus and conditions. The study could also describe how six of the seven interactions created value for the company.
Darabi, M. "The influence of SMS advertising on online brand equity among students in the UK." Thesis, University of Salford, 2017. http://usir.salford.ac.uk/42336/.
Full textHörnkvist, Joachim, and Jesper Willman. "Konsten att inte vara offside online : Elitidrottsklubbars varumärkesbyggande i sociala medier." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139963.
Full textProblem definition: The emergence of social media has resulted in that companies to a bigger extent uses them as brand management tools. The increased commercialization in professional team sports led to the fact that professional sports clubs aim to strengthen their brands. Previous research shows that professional sports clubs should take advantage of social media to promote and strengthen relationships with fans and customers, since it will result in increased revenues for the club in the long term. In a Swedish context, however, the research about professional sports clubs’ brand management in social media is extremely limited. Due to this research gap, further research studying Swedish professional sports club’s brand management in social media is eligible. Aim and research questions: The purpose of this study is to examine how and why Swedish professional sports club use social media as a brand management tool. What are the purposes of using social media as a brand management tool for a Swedish professional sports club and how are they fulfilled? What benefits and challenges entails he use of social media as brand management tool in the context of professional Swedish sports? What content is published by professional Swedish sports club on social media and how does it affect its fans? Methodology: This study has combined a quantitative and qualitative research strategy. Content analysis of a case organization's material published on social media, as well as qualitative semi-structured interviews have been conducted to fulfil the purpose of this study. Findings: Social media are important tools for building and deepening the relationship, as well as creating loyalty, between the club and its fans and customers. Social media also fills direct economic purposes. This study has also highlighted clear challenges that sports clubs face when using social media. These challenges are to a big extend due to lack of unanimous views on how and why social media should be used.
Promsopee, Issaree, and Minmanta Thanaphonpavee. "Digital marketing’s impact on customers’ perspective towards brand : Case study of Blackberry on Facebook." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12625.
Full textDuque, Diana Carolina da Cruz. "Criar e desenvolver capital da marca centrado no cliente : uma aplicação." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/10879.
Full textDesenvolver marcas fortes é uma prioridade para muitos empreendedores e empresas, contudo o processo de criação e gestão destas é algo difícil e complexo. O Modelo de Capital da Marca Centrado no Cliente, proposto por Keller (1993), apresenta-se como um guia para a gestão estratégica de marcas, facultando orientações tácticas específicas para planear, desenvolver, mensurar e gerir o capital da marca. Este modelo revelou-se primordial para o desenvolvimento deste projecto cujo objectivo foi a criação e desenvolvimento de uma nova marca online. Em primeiro lugar foi necessário desenvolver um conceito de negócio específico, sendo estabelecido à priori o quadro de referência competitivo, (o mercado-alvo e a concorrência), e o posicionamento da marca. De seguida foram exploradas formas de criar capital da marca, como por exemplo, através de elementos da marca, de programas de marketing, e da geração de associações secundárias.Por fim, abordou-se o contributo deste projeto, onde foram descritas as suas limitações e apresentadas linhas de trabalho futuro.
Developing strong brands is a priority for many entrepreneurs and companies though creating and managing them is somewhat difficult and complex.Keller’s Customer-Based Brand Equity Model (1993), poses as a guide for creating and strategically managing brands, providing specific tactical guidelines for planning, developing, measuring and managing brand equity. This model has proved to be essential for the development of this project whose aim was the creation and development of a new online brand. Firstly, it was necessary to develop a specific business concept, having determined in advance the frame of reference (target market and nature of competition), and establish brand positioning. It was then explored ways to create brand equity, for example, through brand elements, marketing campaigns and the use of secondary brand associations. Finally, the contributions of this project, its limitations and future lines of work are presents.
WESTIN, WESTIN, and KAJSA TORSTENSSON. "Ett starkt varumärke når fram." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20705.
Full textProgram: Textilekonomutbildningen
Johansson, Anton, Isabela Chiweshe, and Tim Rikli. "It is a Win-Win Situation. : A quantitative study about the effects of perceived co-creation benefits on customer-based brand equity (CBBE)." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85333.
Full textSantos, Cláudia Sofia Pereira. "O impacto das actividades de marketing nos social media, no Brand Equity e na relação dos consumidores com as marcas online." Master's thesis, FEUC, 2013. http://hdl.handle.net/10316/24780.
Full textOs social media têm um papel cada vez mais importante no estabelecimento das relações comerciais e na forma como os produtos e serviços são avaliados pelos consumidores. As marcas começam a aproveitar as novas plataformas no sentido de estreitar o relacionamento com os seus clientes procurando maximizar as suas acções nas páginas sociais. Sendo cada vez maior a preocupação em comunicar através das redes sociais, a elaboração deste estudo pretende averiguar se existe um maior envolvimento com as marcas, provocada pela forma como estas comunicam nos social media. Seguindo a linha de investigação de Kim e Ko (2010) procuramos perceber quais as actividades de marketing nas redes sociais que mais impacto têm nos consumidores. Estes têm um papel cada vez mais activo na internet e o Word of Mouth (e-WOM) passou a ser uma ferramenta com peso considerável que tem de ser gerida pelos marketeers. Os estudos de Yoo e Donthu (2001) serviram de base para perceber o impacto que as dimensões do brand equity têm na intenção de compra e no e-Wom. Pretende-se ainda perceber de que forma as actividades de marketing usadas pelos social media influenciam o sentimento de confiança e compromisso com a marca. Foi ainda analisada a relação do consumidor face ao chamado marketing de permissão, onde o consumidor é participante activo na estratégia de marketing da marca. Por tudo isto, percebe-se que as actividades de marketing tradicionais tem de ser reajustadas e novos desafios são propostos aos marketeers. Procuramos com este estudo ser um contributo para uma melhor compreensão os conceitos estudados.
Books on the topic "Online brand equity"
Rubicon, Blue. Investing media brand equity online. London: Newspaper Society, 2002.
Find full textBook chapters on the topic "Online brand equity"
Cantone, Luigi, Paola Peretti, and Pierpaolo Testa. "Consumer Online Brand Engagement and Brand Equity Creation: An Empirical Research on the Italian Luxury Fashion Brands." In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 559. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_168.
Full textDing, Jun, Qiang Lu, and Xianghua Chu. "The Effect of Stockout Cause and Brand Equity on Consumer Preference in Online Retailing." In Lecture Notes in Electrical Engineering, 599–608. Berlin, Heidelberg: Springer Berlin Heidelberg, 2015. http://dx.doi.org/10.1007/978-3-662-47200-2_63.
Full textChristodoulides, George, Leslie de Chernatony, and Olivier Furrer. "Moving Away From Short-Term Performance Measurement Online: A New Metric of Brand Equity." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 300–304. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11806-2_125.
Full textKhanlari, Amir, Faezeh Rezaei, and Seyed Abolghasem Mira. "The Effects of Social Media-Based Brand Communities on Brand Loyalty and Brand Equity." In Advances in Marketing, Customer Relationship Management, and E-Services, 216–43. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-8586-4.ch012.
Full textWeitzl, Wolfgang. "Creating Consumer-Based Brand Equity With Social Media Content Marketing." In Handbook of Research on Entrepreneurship and Marketing for Global Reach in the Digital Economy, 419–41. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-6307-5.ch018.
Full textWeitzl, Wolfgang. "Creating Consumer-Based Brand Equity With Social Media Content Marketing." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business, 1233–55. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch061.
Full textHsu, Chin-Lung, and Judy Chuan-Chuan Lin. "An Empirical Study of Smartphone User Behavior." In Multigenerational Online Behavior and Media Use, 1491–517. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7909-0.ch080.
Full textKumar, Pawan, and Gursimranjit Singh. "Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers." In Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer, 336–55. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-0131-3.ch016.
Full textRoberts, Mary L. "Interactive Brand Experience." In Advances in Electronic Marketing, 103–21. IGI Global, 2005. http://dx.doi.org/10.4018/978-1-59140-321-0.ch006.
Full textVannoy, Sandra A., B. Dawn Medlin, and Charlie C. Chen. "Enhancing the Trust of Members in Online Social Networks." In Studies in Virtual Communities, Blogs, and Modern Social Networking, 201–17. IGI Global, 2013. http://dx.doi.org/10.4018/978-1-4666-4022-1.ch014.
Full textConference papers on the topic "Online brand equity"
Sontaite-Petkeviciene, Migle. "Customer-based brand equity creation for online grocery stores." In Research for Rural Development 2020. Latvia University of Life Sciences and Technologies, 2020. http://dx.doi.org/10.22616/rrd.26.2020.029.
Full textBarreda, Albert A., Fevzi Okumus, Khaldoon Nusair, and Anil Bilgihan. "EXPLAINING ONLINE BRAND EQUITY WITH WEBSITE INTERACTIVITY THEORY: A STUDY OF CUSTOMER EQUITY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.07.07.05.
Full textSujata, Joshi, Padman Arjun, and Menachem Domb. "Online Brand Communities and their Impact on Brand Equity of Indian Telecommunication Industry." In Annual International Conference on Qualitative and Quantitative Economics Research (QQE 2016). Global Science & Technology Forum ( GSTF ), 2016. http://dx.doi.org/10.5176/2251-2012_qqe16.10.
Full textZhu, Dauw-Song, and Min-Jone Kuo. "A Study on the Customer-Based Brand Equity of Online Retailers." In 2010 IEEE/ACIS 9th International Conference on Computer and Information Science (ICIS). IEEE, 2010. http://dx.doi.org/10.1109/icis.2010.128.
Full textAli, Dini Salmiyah Fithrah, and Itca Istia Wahyuni. "The Role of Online Community indorunnersbdg in Building the Brand Equity." In Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icebef-18.2019.99.
Full textHuo, Yunfu, Heng Duan, and Huipo Wang. "Research on the Online Channel Strategy of Traditional Manufacturers Based on Brand Equity." In 2017 International Conference on Applied Mathematics, Modeling and Simulation (AMMS 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/amms-17.2017.103.
Full textBarreda, Albert A., Khaldoon Nusair, Fevzi Okumus, and Anil Bilgihan. "THE IMPACT OF SYSTEM INTERACTIVITY ON ONLINE BRAND EQUITY: THE MEDIATING EFFECT OF TRUST INTEGRITY IN ONLINE ENVIRONMENTS." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.10.03.04.
Full textKurniawan, Ramdhan. "The Effect of Online Experience on Revisit Intention Mediated with Offline Experience and Brand Equity." In 2nd International Seminar on Business, Economics, Social Science and Technology (ISBEST 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200522.020.
Full textAlbrecht, Carmen-Maria, and Pietro Häger. "HOW TO OFFER LUXURY PRODUCTS ON THE INTERNET: THE INFLUENCE OF ONLINE ASSORTMENT DECISIONS AND ONLINE PURCHASE OPTIONS ON BRAND EQUITY." In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.02.05.01.
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