Framework for success of online brand management: a systematic literature review

Ricardo Godinho Bilro and Sandra Maria Correia Loureiro

World Review of Entrepreneurship, Management and Sustainable Development, 2016, vol. 12, issue 2/3, 300-317

Abstract: The aim of this study is to identify and analyse the main constructs and relations highlighted in previous studies to manage online brands for internet companies and propose a framework for online brand management. In order to achieve such aim, an extensive and systematic literature review was developed employing several quality criteria of the literature review, such as: time range, scope of the study and journal quality list. In this vein, 18 core articles were extracted and deeply analysed. Based on these articles a conceptual framework on online brand management is proposed.

Keywords: consumer satisfaction; trust; online loyalty; online brand management; literature review; online brands. (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:ids:wremsd:v:12:y:2016:i:2/3:p:300-317

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