Branding in the era of digital (dis)intermediation

Marketing academics are keenly aware of the seismic shifts in today's marketing environment caused by digital (dis)intermediation. In this article, we discuss four types of digital (dis)intermediation, and how they affect branding activities of incumbents and new firms. First, we discuss digital transaction intermediation, a development that is closely tied to the rise of ecommerce retailers. A second type is digital transaction...