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‎A New Theory of Branding for the Online Environment?

“According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence”. The aim of this paper is to conclude whether brands in a morta…



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‎A New Theory of Branding for the Online Environment?

https://books.apple.com/us/book/a-new-theory-of-branding-for-the-online-environment/id1605635512

“According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence”. The aim of this paper is to conclude whether brands in a morta…



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https://books.apple.com/us/book/a-new-theory-of-branding-for-the-online-environment/id1605635512

‎A New Theory of Branding for the Online Environment?

“According to De Chernatony (2000) a brand is a brand regardless of its environment. Therefore, there is no need for a new theory of branding for the online environment, but merely a different approach to executing the brand’s essence”. The aim of this paper is to conclude whether brands in a morta…

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