Add to ORKGPrevious research suggests that brand equity is affected by marketing mix elements, such as store image or distribution intensity. However, because the Internet has no boundaries, some of these elements may not be applicable in building the brand equity of online companies. In this study, we identify factors pertaining to online contexts that may affect consumersí perception on quality and brand knowledge, both of which are found to be important determinants of brand equity. By performing confirmatory factor analyses on a set of survey data, we show that having a high quality Website and innovative products and technologies may help reinforce consumersí perceived quality. However, popular online marketing instruments, such as offering val...
The internet has become an indispensable part of modern life as it profoundly transforms the way peo...
The study assesses the influence of brand awareness, perceived quality, and brand association on e-b...
Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attent...
Previous research suggests that brand equity is affected by marketing mix elements, such as store im...
The internet has had a major impact on the balance of information that for so long worked in favor o...
[[abstract]]The purpose of this research is to determine whether online brand purchasing system bene...
Background: Internet has brought radical changes in the recruitment industry where individuals are i...
Although brand equity is an important source of competitive advantage online, previous conceptualisa...
The perception of consumers related to the benefits of using online channels for shopping is an impo...
The internet has been credited as an important advertising and direct marketing channel, which has t...
The internet has been credited as an important advertising and direct marketing channel, which has t...
Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sa...
Although there has been a lot of research done to understand how to create a corporate brand that ca...
This study attempts to identify the critical antecedents in the formation of solid brand equity in M...
The purpose of this study is to test and compare multiple conceptual models that examine the relatio...
The internet has become an indispensable part of modern life as it profoundly transforms the way peo...
The study assesses the influence of brand awareness, perceived quality, and brand association on e-b...
Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attent...
Previous research suggests that brand equity is affected by marketing mix elements, such as store im...
The internet has had a major impact on the balance of information that for so long worked in favor o...
[[abstract]]The purpose of this research is to determine whether online brand purchasing system bene...
Background: Internet has brought radical changes in the recruitment industry where individuals are i...
Although brand equity is an important source of competitive advantage online, previous conceptualisa...
The perception of consumers related to the benefits of using online channels for shopping is an impo...
The internet has been credited as an important advertising and direct marketing channel, which has t...
The internet has been credited as an important advertising and direct marketing channel, which has t...
Websites are a remarkable cyber asset and a vital part of companies’ marketing communications and sa...
Although there has been a lot of research done to understand how to create a corporate brand that ca...
This study attempts to identify the critical antecedents in the formation of solid brand equity in M...
The purpose of this study is to test and compare multiple conceptual models that examine the relatio...
The internet has become an indispensable part of modern life as it profoundly transforms the way peo...
The study assesses the influence of brand awareness, perceived quality, and brand association on e-b...
Lack of appropriate strategies to enhance brand equity of Internet companies needs particular attent...