Simmons, Geoff; Thomas, Brychan; Truong, Yann - In: European Journal of Marketing 44 (2010) 9/10, pp. 1260-1285
Purpose – Given the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i‐branding to create brand equity. Design/methodology/approach – Within a case‐study approach, seven cases...