e-branding

Branding, like everything else, is affected by the advance of technology and the internet. This paper focuses on the changing buying habits of consumers and how the growth of e-commerce impacts on the way we need to approach branding.

How is consumer behaviour affected by online relationships? – produced by Kate Watson of Cranfield University – examines how the internet fits into the accepted five-stage consumer buying model.

To view articles on e-branding members can log in and click on the e-branding link in the Member content area.*

*This link will require you to have accessed Ebsco via this website before on the computer you are currently using. If you have any problems accessing Ebsco please contact the library services team.