Contemporary research in e-branding

• Corporate Author: IGI Global.
• Other Authors: Bandyopadhyay, Subir, 1958-
• Format: Electronic
• Language: English
• Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2009.
• Subjects: Internet marketing.; Branding (Marketing); Communication in marketing.; Blogs; Web technology; Web search engines; Web atmospheric designs; Trademark infringement; Pay-per-click advertising; Paradigm shifts in branding; Online marketplace; Online marketing; Online customers; Online affiliates; Online advertising; Nonlinear pricing; Internet self-efficacy; E-service brands; E-commerce; eBranding; eBrand equity; Digital age; Commercial Web sites; Brand personality
• Online Access: View fulltext via EzAccess
• Item Description: "Premier reference source"--Cover.
• Physical Description: electronic texts (xix, 358 p. : ill.) : digital files.; Also available in print.
• Format: Mode of access: World Wide Web.
• Bibliography: Includes bibliographical references (p. 313-350) and index.
• ISBN: 9781599048154 (ebook); 1599048159 (ebook)
• Access: Restricted to subscribers or individual electronic text purchasers.

This book presents research on the global issue of the Internet as a central organizing platform for integrating marketing communications and on using e-Branding to increase the visibility and success of companies in all business realms.