Purpose – Given the emergent nature of i-branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i-branding to create brand equity. Design/Methodology/Approach – Within a case-study approach, seven cases were...

Purpose – The purpose of this paper is twofold. First, to provide an overview of postmodern marketing in the consumer context, integrating the relevant literature around two contrary arguments. Second, it seeks to reveal the potential of the internet as a marketing tool that can address the...