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Branding in the post-internet era.
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- Author(s): Christodoulides, George
- Source:
Marketing Theory; Mar2009, Vol. 9 Issue 1, p141-144, 4p, 1 Diagram- Subject Terms:
- Source:
- Additional Information
- 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? [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Marketing Theory is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
- Abstract:
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