Investigations into Modeling Online Brand Equity
Author:   Arunima Rana
Publisher:   Infotech Publishers
ISBN:  

9784061335332


Pages:   222
Publication Date:   08 October 2022
Format:   Paperback
Availability:   Available To Order   Availability explained
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Investigations into Modeling Online Brand Equity


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Overview

1.1 Introduction Creating and maintaining the Brand Equity of e-commerce companies is driven by marketing actions. Brand Equity (BE) accumulates over time and is a reflection of the marketing actions. Though there are many models proposed for building Customer-Based Brand Equity in the online context is an under-researched area. Our research investigates the antecedents of online Brand Equity and studies the effect of these on Brand Equity. This Chapter introduces the research context. It also highlights the research gaps and research contributions. The structure of the thesis is presented at the end of this Chapter

Full Product Details

Author:   Arunima Rana
Publisher:   Infotech Publishers
Imprint:   Infotech Publishers
Dimensions:   Width: 15.20cm , Height: 1.20cm , Length: 22.90cm
Weight:   0.304kg
ISBN:  

9784061335332


ISBN 10:   4061335332
Pages:   222
Publication Date:   08 October 2022
Audience:   General/trade ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   Available To Order   Availability explained
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

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