Open AccessExtension-Based versus Creation-Based Strategies in Tangiblizing e-Brands: A Preliminary Study
Author(s) -
Chi-Shan Chen,
FengChuan Pan,
Ching-Huei Liu
Publication year - 2014
Publication title -
business management and strategy
Language(s) - Uncategorized
Resource type - Journals
ISSN - 2157-6068
DOI - 10.5296/bms.v5i1.5607
Subject(s) - brand equity , business , marketing , brand extension , advertising , the internet , brand management , customer equity , equity (law) , service (business) , customer retention , service quality , computer science , world wide web , political science , law