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    Branding in the post-internet era

    Christodoulides, George (2009) Branding in the post-internet era. Marketing Theory 9 (1), pp. 141-144. ISSN 1470-5931.

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    Abstract

    The internet and its related e-technologies have to a large extent upset the asymmetry of information that for so many years worked in favour of brand managers. Consumers are now empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding. Internet brands adopt a more relaxed stance on brand management, which involves the consumer in fundamental stages of the brand building process. In this context, the brand manager is no longer a `guardian' of the brand but becomes more of a brand `host'. The question is to what extent can traditional companies follow suit? Are they comfortable to cede control to consumers? Do we need a new theory of branding in an e-space?

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): consumer empowerment, internet brands, social networks, Web 2.0
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 14:02
    Last Modified: 09 Sep 2014 14:02
    URI: http://eprints.bbk.ac.uk/id/eprint/10472

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