A framework for building brand equity online for pure-play B2C retailers and services

John Kimm, Srinarayan Sharma, Kris Setzekorn

Abstract


Brand equity is an important asset that a B2C company can leverage to compete and prosper in its unique and intensely competitive environment. This paper provides a framework for building brand equity model. Based on this framework, some strategies are suggested to build brand equity online. Implications of the framework for research and practice are also discussed.

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International Journal on Media Management 
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