Rowley, Jennifer; Edmundson-Bird, David - In: Journal of Electronic Commerce in Organizations (JECO) 11 (2013) 1, pp. 63-78
With the growing importance of digital spaces as arenas in which organisations and consumers interact, brand owners can no longer afford to regard digital, online, or i-branding as an optional add-on to branding through other channels. After an introduction, this article reviews some of the...
