Title: Framework for success of online brand management: a systematic literature review

Authors: Ricardo Godinho Bilro; Sandra Maria Correia Loureiro

Addresses: Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal ' Marketing, Operations and General Management Department, Instituto Universitário de Lisboa (ISCTE-IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal

Abstract: The aim of this study is to identify and analyse the main constructs and relations highlighted in previous studies to manage online brands for internet companies and propose a framework for online brand management. In order to achieve such aim, an extensive and systematic literature review was developed employing several quality criteria of the literature review, such as: time range, scope of the study and journal quality list. In this vein, 18 core articles were extracted and deeply analysed. Based on these articles a conceptual framework on online brand management is proposed.

Keywords: consumer satisfaction; trust; online loyalty; online brand management; literature review; online brands.

DOI: 10.1504/WREMSD.2016.074968

World Review of Entrepreneurship, Management and Sustainable Development, 2016 Vol.12 No.2/3, pp.300 - 317

Received: 08 Apr 2015
Accepted: 11 Apr 2015
Published online: 28 Feb 2016 *

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