Managing I-branding to create brand equity

摘要

Purpose - Given the emergent nature of I-branding as an academic field of study and a lack ofrnapplied research output, the aim of this paper is to explain how businesses manage I-branding to creaternbrand equity.rnDesign/methodology/approach - Within a case-study approach, seven cases were developed fromrnan initial sample of 20 food businesses. Additionally, utilising secondary data, the analysis of findingsrnintroduces relevant case examples from other industrial sectors.rnFindings - Specific internet tools and their application are discussed within opportunities to creaternbrand equity for products classified by experience, credence and search characteristics. Anrnunderstanding of target customers will be critical in underpinning the selection and deployment ofrnrelevant I-branding tools. Tools facilitating interactivity - machine and personal - are particularlyrnsignificant.rnResearch limitations/implications - Future research positioned within classification of goodsrnconstructs could provide further contributions that recognise potential moderating effects ofrnproduct/service characteristics on the development of brand equity online. Future studies could alsornemploy the I-branding conceptual framework to test its validity and develop it further as a means ofrnexplaining how I-branding can be managed to create brand equity.rnOriginality/value - While previous research has focused on specific aspects of I-branding, thisrnpaper utilises a conceptual framework to explain how diverse I-branding tools combine to create brandrnequity. The literature review integrates fragmented literature around a conceptual framework tornproduce a more coherent understanding of extant thinking. The location of this study within arnclassification of goods context proved critical to explaining how I-branding can be managed.