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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 9, July-December 2009


Vicente Ros Diego Universidad CEU Cardenal Herrera
Title A model to de Management of the Brand Capital in Internet Summary The main object of this work of investigation is the proposal of a model of communication and brand capital that fosters the potential of a brand in the Internet. If the most important aspects for the effective construction of a brand in the Internet are extrapolated, can affirm that the satisfaction of the user with the digital surroundings, as well as the reputation that the average Internet obtains thanks to the integration of the user in the organization, becomes more important factors for the manager in institutional communication in Internet both. Keywords Internet, Branding, User, interaction, eBranding, Advertising 2,0, marketing


doi: https://doi.org/10.31921/doxacom.n9a10


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