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In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of...
Persistent link: https://www.econbiz.de/10014848286
Purpose – The paper aims to develop a theory‐based model of relationship commitment in an online travel domain. The model seeks to explain in detail the antecedents and outcomes of commitment. Design/methodology/approach – An extensive review of relationship marketing and commitment...
Persistent link: https://www.econbiz.de/10014873941
part of the lifestyle in Malaysia. In practice, implied recommendation is possible. If this happens, there is the …
Persistent link: https://www.econbiz.de/10015044320
Issues of becoming an Internet user primarily in non‐work contexts are discussed. The author reviews individual, social …
Persistent link: https://www.econbiz.de/10014674079
by drawing from various literatures outside of marketing that have extensively studied the Internet phenomenon. Building …
Persistent link: https://www.econbiz.de/10014723278
When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries to annex the cyberspace and regards the consumer as fair game in its profit‐seeking enterprise. The second...
Persistent link: https://www.econbiz.de/10014723279
Investigates the information needs of marketers on the WWW for consumer analysis purposes, and examines how these can be met. Begins by briefly highlighting the attractiveness of the Web as a medium for communication. Next, summarizes the bases for consumer analysis and segmentation in the...
Persistent link: https://www.econbiz.de/10014723281
be proactive in maximizing the gains. Clearly, businesses that add value to their offerings by leveraging Internet …
Persistent link: https://www.econbiz.de/10014848224
Many of the predictions regarding future implications of new media and information technologies appear to be made with very limited supporting rationale. Too often the excitement of a novel technology is associated with the belief that “new rules” apply. Alternatively, this paper proposes...
Persistent link: https://www.econbiz.de/10014848257
Observes that traditional retail, catalog, and online‐only businesses face a critical decision – to accept a new, yet unrefined business model that includes multiple channels or to retain their single channel model and risk becoming obsolete and left behind by new, multi‐channel...
Persistent link: https://www.econbiz.de/10014848278