Consumer Response Analysis to the Electronic Brands

• Type: Article in International Scientific Journal
• Date: 2004

Authors

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

Journal

Title: Journal of Transnational Management

Vol. 10 No. 1

Pages: 61-78

ISSN: 1547-5778

Publisher: Taylor & Francis

Indexing

Scopus

Econlit

Scientific classification

FOS: Social sciences > Economics and Business

Other information

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

Language: English

Type (Professor's evaluation): Scientific