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...

Owing to the rapid growth of the internet, the corresponding NetEconomy has evolved into an established trade level. It is characterised bynumerous entrepreneurial firms equipped with innovative online businessmodels. Also, traditional firms increasingly utilise the internet in order tooptimise...

Due to the increasing use of e-business technologies, thecorresponding Net Economy has evolved into an established trade level. It ischaracterized by numerous entrepreneurial ventures equipped with innovativeonline business models. Technological advance and changes in customerbehaviour implicate...