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A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe
Veloutsou, Cleopatra; Christodoulides, George; de … - In: Journal of Product & Brand Management 22 (2013) 3, pp. 238-248
of experts in brand management in the UK, Germany and Greece. Design/methodology/approach – Data were collected from semi …
Persistent link: https://www.econbiz.de/10014896735
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Can a social planner manipulate network dynamics and solve coordination problems?
Hakobyan, Zaruhi - 2020
Persistent link: https://www.econbiz.de/10012288387
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Brand equity effects on bidding strategies in an online environment : evidence from eBay coin auctions
Bozman, Carl S.; McPherson, Matthew Q.; Friesner, Dan; … - In: International journal of e-business research : an … 10 (2014) 2, pp. 1-22
Persistent link: https://www.econbiz.de/10010425644
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The impact of brands on consumer buying behavior : an empirical study on smartphone buyers
Akkucuk, Ulas; Esmaeili, Javad - 2016
Persistent link: https://www.econbiz.de/10011588240
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Influence of the internet on retailer's perceived quality in the generation of retailer's brand equity
Gallart-Camahort, Valentín; Fiol, Luis Callarisa; … - In: Vision : the journal of business perspective 27 (2023) 1, pp. 33-47
Persistent link: https://www.econbiz.de/10014229698
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Building online brands through brand alliances in internet
Delgado‐Ballester, Elena; Hernández‐Espallardo, Miguel - In: European Journal of Marketing 42 (2008) 9/10, pp. 954-976
Purpose – The purpose of this paper is to analyze the consequences that brand alliances have on a new and unknown online brand in terms of attitude to its web site, brand trust, brand equity and consumer's willingness to engage in online transactions. Design/methodology/approach – A sample...
Persistent link: https://www.econbiz.de/10014722511
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CONTRASTING E-COMMERCE BUSINESS MODELS: PERFORMANCE IMPLICATIONS FOR SMALL ENTERPRISES
RASHEED, HOWARD S. - In: Journal of Developmental Entrepreneurship (JDE) 14 (2009) 01, pp. 89-101
Pure plays use the Internet as a market entry strategy, and brick and clicks use the Internet as an alternate channel … engaged in Internet-based consumer marketing. Results suggest brick and clicks enjoy performance advantages over pure plays in … international revenue growth. Higher Internet promotional expenditures positively impact revenue growth. Firms using the Internet …
Persistent link: https://www.econbiz.de/10004999005
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Web equity: a framework for building consumer value in online companies
Page, Christine; Lepkowska‐White, Elzbieta - In: Journal of Consumer Marketing 19 (2002) 3, pp. 231-248
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
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Managing brands and customer engagement in online brand communities
Wirtz, Jochen; den Ambtman, Anouk; Bloemer, Josée; … - In: Journal of Service Management 24 (2013) 3, pp. 223-244
key OBC dimensions (brand orientation, internet‐use, funding and governance) are identified and three antecedents (brand …
Persistent link: https://www.econbiz.de/10014894455
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Brand power revisited: measuring brand equity in cyber‐space
Na, WoonBong; Marshall, Roger - In: Journal of Product & Brand Management 14 (2005) 1, pp. 49-56
Purpose – Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue....
Persistent link: https://www.econbiz.de/10014895829