4. Proposing an integrative
conceptual framework An excellent brand exceeds the amount of value offered by other competitive brands and pushes the frontiers of loyalty between the firm and its customers forward .Cultivating such brand requires a careful and intelligent marketing plan from formulation to implementation and assessment. In this sense, marketers utilize a handful of factors to create and deliver value to targeted customers. According to aforementioned discussions internet marketing entails a broader set of factors what is called internet marketing mix. This mixture is aimed to create and deliver superior value in order to satisfy both consumers and marketers who are interacting in the net within virtual market spaces. Brand here plays a crucial role because it enhances and facilitates the process of sending, receiving and perceiving value. Conventional marketing wisdom claims that a brand is a value-delivering entity which creates an indelible and impressive image in the mind of consumers. Brand awareness and brand knowledge influence the behavioral patterns of consumers towards the firm’s marketing activities and provoke the desired reaction amongst customers. The more effective image the stronger brand is created and the more favorable relationship is then created and strengthened between the firm and its customers. Therefore, brand is constructed on the foundation of marketing mix elements. A well-planned and strategized marketing mix erects a more splendid brand. Hence, concurrent digitalized relational marketing encapsulates both a comprehensive internet-mediated marketing mix and an internet-driven branding procedure. In internet context besides classical factors of product (and its characteristics), communication (247 channels and more interactive promotional campaigns through