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Framework for success of online brand management: a systematic literature review

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  • Ricardo Godinho Bilro
  • Sandra Maria Correia Loureiro

Abstract

The aim of this study is to identify and analyse the main constructs and relations highlighted in previous studies to manage online brands for internet companies and propose a framework for online brand management. In order to achieve such aim, an extensive and systematic literature review was developed employing several quality criteria of the literature review, such as: time range, scope of the study and journal quality list. In this vein, 18 core articles were extracted and deeply analysed. Based on these articles a conceptual framework on online brand management is proposed.

Suggested Citation

  • Ricardo Godinho Bilro & Sandra Maria Correia Loureiro, 2016. "Framework for success of online brand management: a systematic literature review," World Review of Entrepreneurship, Management and Sustainable Development, Inderscience Enterprises Ltd, vol. 12(2/3), pages 300-317.
    • Handle: RePEc:ids:wremsd:v:12:y:2016:i:2/3:p:300-317
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    References listed on IDEAS

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    1. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    2. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
    3. Tiffany White & Debra Zahay & Helge Thorbjørnsen & Sharon Shavitt, 2008. "Getting too personal: Reactance to highly personalized email solicitations," Marketing Letters, Springer, vol. 19(1), pages 39-50, March.
    4. Benedicktus, Ray L. & Brady, Michael K. & Darke, Peter R. & Voorhees, Clay M., 2010. "Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion," Journal of Retailing, Elsevier, vol. 86(4), pages 322-335.
    5. Brian R Chabowski & Saeed Samiee & G Tomas M Hult, 2013. "A bibliometric analysis of the global branding literature and a research agenda," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 44(6), pages 622-634, August.
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