Academic journal article IUP Journal of Brand Management

Focus

Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

Online brand experience (or virtual brand experience) is different from brand experience in a physical store. It is driven mainly through visual, aural, gaming and community-based features. However, similar to offline brand experience, online brand experience too comprises sensitive, affective, cognitive, behavioral and relational components. The first paper, "The Effect of Online Brand Experience on Brand Loyalty: A Web of Emotions", by Thomas Cleff, Nadine Walter and Jing Xie, explores the effect of various elements of online brand experience on brand loyalty through a survey of users of a travel website in China. It concludes that the affective and behavioral dimensions of brand experience have the maximum impact on brand loyalty.

Building a successful entrepreneurial brand hinges upon several distinct factors that are different from those required for building a conventional corporate brand. The second paper, "Building a Powerful Entrepreneurial Brand: The Role of Critical Success Factors and Their Impact on Competitive Advantage", by Olutayo Otubanjo, builds upon available models and puts together a new and comprehensive entrepreneurship brand management model. It identifies 14 critical success factors for building an entrepreneurial brand including commitment to innovation, pursuit of new business ventures, strategic renewal and production of top quality products among others.

Servo from Indian Oil is the leading brand of lubricants in India with a market share of around 30%. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.