Sustaining the brand idea in electronic environments

  title={Sustaining the brand idea in electronic environments},
  author={Tobias R Kollmann and Christina Suckow},
In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds for e-brands. In the upcoming e-branding literature, however, this aspect of emotional bonding is often… CONTINUE READING

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