Authors: Ricardo Godinho Bilro; Sandra Maria Correia Loureiro
Addresses: Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal ' Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal
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.
Keywords: consumer satisfaction; trust; online loyalty; online brand management; literature review; online brands.
World Review of Entrepreneurship, Management and Sustainable Development, 2016 Vol.12 No.2/3, pp.300 - 317
Received: 08 Apr 2015
Accepted: 11 Apr 2015
Published online: 26 Feb 2016 *