Kollmann, Tobias; Suckow, Christina - Universität <Duisburg-Essen> / Lehrstuhl für … - 2008
-branding; emotions; internet; brand equity.
Reference to this paper should be made as follows: Kollmann, T. and
Suckow, C. (2008 … different contexts have on the mechanisms
behind it. The internet, however, as a rapidly expanding medium, serves as a special … question of positioning a brand on the approached market. The need to
consider the internet as a special frame of reference is …