Purpose – Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue....

Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative,...