Framework for success of online brand management: a systematic literature review
by Ricardo Godinho Bilro; Sandra Maria Correia Loureiro
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 12, No. 2/3, 2016

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.

Online publication date: Sun, 28-Feb-2016

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