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|Title:||Framework for success of online brand management: a systematic literature review|
|Authors:||Bilro, R. G.|
Loureiro, S. M. C.
Online brand management
|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, eighteen core articles were extracted and deeply analysed. Based on these articles a conceptual framework on online brand management is proposed|
|Appears in Collections:||BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica|
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|A_framework_R_Bilro_SMCL_2015_2016.pdf||Outro||162.96 kB||Adobe PDF||View/Open Request a copy|
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