Consumer Response Analysis to the Electronic Brands

• Tipo: Artigo em Revista Científica Internacional
• Data: 2004

Autores

Helena Nobre (Autor) FEP; Carlos Brito (Autor) FEP; Paulo Lencastre (Autor) FEP

Revista

Título: Journal of Transnational Management

Vol. 10 Nº 1

Páginas: 61-78

ISSN: 1547-5778

Editora: Taylor & Francis

Indexação

Scopus

Econlit

Classificação Científica

FOS: Ciências sociais > Economia e gestão

Outras Informações

DOI: 10.1300/j482v10n01_05

Abstract (EN): This paper studies the consumer response to the electronic brands-i.e., brands commercialized on the Internet. The results of the study suggested that, although the specific ebranding practices might allow building awareness in a short period of time, the profitability of on-line brands is likely to rely on the same factors as the traditional brand: time and financial efforts. Finally, the study also suggested that in the future, with the broadband and the consequent media convergence, marketers could not regard to an on-line brand as the opposite of a physical brand. Rather, brands have to be managed in a comprehensive way, tanking into account all alternatives based not only on the kind of product/service but also on the desired positioning

Idioma: Inglês

Tipo (Avaliação Docente): Científica