Consumer response analyses to the electronic brands

• Type: Article in International Scientific Journal
• Date: 2005

Authors

Nobre, H (Author) Other; Carlos Brito (Author) FEP; de Lencastre, P (Author) Other

Journal

Title: Journal of Transnational Management

Vol. 10

Pages: 61-78

ISSN: 1547-5778

Publisher: Taylor & Francis

Indexing

Scopus - 0 Citations

Other information

Authenticus ID: P-007-G2W

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. Copyright

Language: English

Type (Professor's evaluation): Scientific