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...

Increasing competition in all kinds of markets makes it necessary for companies to fightfor the customers’ favour. The product or service itself becomes less decisive in thepurchase decision; it is rather the emotional aspects and associations the customerhas with the product that determines...

On the WorldWideWeb (WWW), an increasing number of new trading forms for brokerage of business transactions are emerging. Almost inevitably, central contact points on the WWW are being formed, so-called virtual marketplaces....

The fact that an electronic market (EM)belongs to a specific market place operatorresults in specific objectives of itsmarketing. The main question is: How canan operator promote the performance ofhis market place ?The central task of an EM is the coordinationof supply and demand....

The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace...