Contemporary Research in E-Branding

Contemporary Research in E-Branding

Subir Bandyopadhyay

Copyright: © 2009 |Pages: 378

ISBN13: 9781599048130|ISBN10: 1599048132|EISBN13: 9781599048154|ISBN13 Softcover: 9781616926328

DOI: 10.4018/978-1-59904-813-0

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Bandyopadhyay, Subir, editor. Contemporary Research in E-Branding. IGI Global, 2009. https://doi.org/10.4018/978-1-59904-813-0

APA

Bandyopadhyay, S. (Ed.). (2009). Contemporary Research in E-Branding. IGI Global. https://doi.org/10.4018/978-1-59904-813-0

Chicago

Bandyopadhyay, Subir, ed. Contemporary Research in E-Branding. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-59904-813-0

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Marketing over the Internet implies a whole new dimension in which to engage the consumer. To remain successful in today's digital world, companies must harness the power of online marketing to reach the unlimited potential of consumers worldwide.

Contemporary Research in E-Branding provides cutting-edge research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications. Combining global perspectives from marketing and Web technology academics and experts into one multidisciplinary reference work, this Premier Reference Source offers researchers, scholars, and practitioners an authoritative view on e-Branding to increase the visibility and success of companies in all business realms.

Table of Contents

Reset

Front Materials

Title Page

Copyright Page

Dedication

Preface

Acknowledgment

Chapters

Chapter 1

Key Success Requirements for Online Brand Management (pages 1-15)

Subir Bandyopadhyay, Rosemary Serjak

In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager must appreciate some of the key features of the Internet and make adjustments to the...

Chapter 2

The Role of Blogs on a Successful Political Branding Strategy (pages 16-30)

Luis Casaló

The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public itself is making of the Internet when taking part in the decisions made by their...

Chapter 3

Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age? (pages 31-47)

Aslihan Nasir, Süphan Nasir

Today, as business becomes ever more challenging, brands become the main assets of many companies. Fierce competition forces companies to differentiate their products from those of competitors in the market. However, it is extremely...

Chapter 4

The Naming of Corporate eBrands (pages 48-60)

Tobias Kollmann

This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli and LaBahn (1997) covers the formal brand naming process and gives insights into brand...

Chapter 5

Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability (pages 61-77)

Patrali Chatterjee

Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage to successfully introduce brand extensions. Marketers seeking to leverage brand...

Chapter 6

Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal (pages 78-94)

Fang Wan, Ning Nan, Malcolm Smith

Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et al., 1995; Morr, 1997; Schwartz, 1996; Tchong, 1998), little is known about the factors...

Chapter 7

Nonlinear Pricing in E-Commerce (pages 95-111)

José J. Canals-Cerdá

Internet markets are usually under the command of a market intermediary that charges fees for its services. Differences in quality across items being sold allow the market intermediary to employ lucrative nonlinear pricing strategies...

Chapter 8

The E-Mode of Brand Positioning: The Need for an Online Positioning Interface (pages 112-125)

S. Ramesh Kumar

Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies, changing lifestyles of consumers and the consumer interaction required as a part of...

Chapter 9

Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India (pages 126-147)

Sanjeev Swami

Until 1997, job seekers in India would wait the whole week for the weekly supplements of various newspapers, or sundry employment journals and gazettes to learn about the vacancies and job openings in the industry. Then came the...

Chapter 10

Trademark Infringement in Pay-Per-Click Advertising (pages 148-160)

Peter O’Connor

Since its launch in 1994, the Web has continued to grow at a phenomenal rate, from an estimated one billion Web documents in 2001 to over eleven billion in January 2005 (Gulli & Signorini, 2005). For most users, navigating this ever...

Chapter 11

E-Branding the Consumer for Cultural Presence in Virtual Communities (pages 161-175)

Robert Pennington

Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important mode of consumer communication, identifying and distinguishing consumers as social...

Chapter 12

Impact of Internet Self-Efficacy on E-Service Brands (pages 176-192)

Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin

As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers have turned to the Internet to utilize it as an effective branding vehicle....

Chapter 13

Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic (pages 193-215)

Shintaro Okazaki, Radoslav Škapa

This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we scrutinized (1) the type of brand Website functions, and (2) the similarity ratings...

Chapter 14

Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective (pages 216-227)

Dahui Li, Glenn J. Browne, James C. Wetherbe

Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is important to understand the differences in relationship orientations between people who...

Chapter 15

Understanding Consumer Reactions to Offshore Outsourcing of Customer Services (pages 228-240)

Piyush Sharma, Rajiv Mathur, Abhinav Dhawan

Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in many developed countries. However, there is hardly any research on how outsourcing...

Chapter 16

An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success (pages 241-261)

Edward J. Garrity

This paper develops a new model of web information systems success that takes into account both intrinsic and extrinsic motivating factors. The proposed model begins with the Garrity and Sanders model of technologic acceptance and...

Chapter 17

A Critical Review of Online Consumer Behavior (pages 262-279)

Christy M.K. Cheung

The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business disciplines have made significant progress over the past few years, the scope of these...

Chapter 18

Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM (pages 280-291)

Patricia T. Warrington, Elizabeth Gangstad, Richard Feinberg, Ko de Ruyter

Multi-channel retailers that utilize an eCRM approach stand to benefit in multiple arenas - by providing targeted customer service as well as gaining operational and competitive advantages. To that end, it is inherent that...

Chapter 19

The Effect of Information Satisfaction and Relational Benefit on Consumer's On-Line Shopping Site Commitment (pages 292-312)

Chung-Hoon Park, Young-Gul Kim

Among the potential determinants of consumers’ commitment to on-line shopping site are information features of the web site because on-line shopping consumers have to base their judgment solely on the product or service information...

Back Materials

Compilation of References

About the Contributors

Index

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