Managing i-branding to create brand equity

European Journal of Marketing

Volumn 44, Issue 9, 2010, Pages 1260-1285

  Simmons, Geoff ^a   Thomas, Brychan ^b   Truong, Yann ^c  

^a UNIVERSITY OF ULSTER   (United Kingdom)

^b University of Glamorgan   (United Kingdom)

^c RENNES SCHOOL OF BUSINESS   (France)

Author keywords

Brand equity; Brands; Electronic commerce; Internet marketing; Interpersonal communications; Marketing communications

Indexed keywords

EID: 77956222581     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090561011062835     Document Type: Article

References (95)

1. Aaker, D.A. (1996), Building Strong Brands, The Free Press, New York, NY.
2. Andrews, L. and Boyle, M.V. (2008), "Consumers' accounts of perceived risk online and the influence of communication sources" in Qualitative Market Research: An International Journal, Vol. 11, No. 1, pp. 59-75.
3. Ballantine, P.W. (2005), "Effects of interactivity and product information on consumer satisfaction in an online retail setting" in International Journal of Retail and Distribution Management, Vol. 33, No. 6, pp. 461-71.
4. Barwise, P. and Farley, J.U. (2005), "The state of interactive marketing in seven countries: interactive marketing comes of age" in Journal of Interactive Marketing, Vol. 19, No. 3, pp. 67-80.
5. Berthon, P., Pitt, L. and Watson, R.T. (1996), "Re-surfing W3: research perspectives on marketing communications and buyer behavior on the worldwide web" in International Journal of Advertising, Vol. 15, No. 9, pp. 287-301.
6. Bevan, N. (2001), "How to design a customer-friendly online store: usability guidelines", available at: www.usability.serco.com/research/research.htm (accessed 3 May 2007).
7. Blackett, T. (2004), Brands and Branding, Interbrand, New York, NY.
8. Canavan, O., Henchion, M. and O'Reilly, S. (2007), "The use of the internet as a marketing channel for Irish speciality food" in International Journal of Retail & Distribution Management, Vol. 35, No. 2, pp. 178-95.
9. Carson, D., Gilmore, A., Perry, C. and Gronhaug, K. (2001), Qualitative Evaluation and Research Methods, Sage Publications, London.
10. Chen, L., Hanvey, S., Patrick, A., Spigarelli, J. and Jesseman, C. (2003), "Small business internet commerce: a case study" in Information Resources, Vol. 16, No. 3, p. 17.
11. Court, D., Narasimban, L., Gordon, J. and Elzinga, D. (2002), "Building strong brands better, faster and cheaper" in Marketing Practice, pp. 1-13.
12. Coyle, J.R. and Thorson, E. (2001), "The effects of progressive levels of interactivity and vividness in web marketing sites" in Journal of Advertising, Vol. 30, No. 3, pp. 13-28.
13. Csikszentmihalyi, M. (1975), Beyond Boredom and Anxiety, Jossey-Bass, San Francisco, CA.
14. Cunningham, P.J. (2002), "Are cookies hazardous to your privacy?" in Information Management Journal, Vol. 36, No. 3, pp. 52-4.
15. Da Silva, R.V. and Alwi, S.F.S. (2006), "Cognitive, affective attributes and conative, behavioural responses in retail corporate branding" in Journal of Product & Brand Management, Vol. 15, No. 5, pp. 293-305.
16. Darby, M. and Karni, E. (1973), "Free competition and the optimal amount of fraud" in Journal of Law and Economics, Vol. 16, No. 4, pp. 67-86.
17. Datta, P.R., Chowdhury, N. and Chakraborty, B.R. (2005), "Viral marketing: new form of word-of-mouth through internet" in The Business Review, Vol. 3, No. 2, pp. 69-74.
18. De Figueiredo, J.M. (2000), "Finding sustainable profitability in electronic commerce" in Sloan Management Review, Vol. 41, No. 4, pp. 41-52.
19. Degeratu, A.M., Rangaswamy, A. and Wu, J. (2000), "Consumer choice behavior in the online and traditional supermarkets: the effects of brand name, price and other search attributes" in International Journal of Research in Marketing, Vol. 17, No. 1, pp. 55-78.
20. Eisenhardt, K.M. (1989), "Building theories from case study research" in Academy of Management Review, Vol. 14, No. 4, pp. 532-50.
21. Eisenhardt, K.M. (1991), "Better stories and better constructs: the case for rigour and comparative logic" in Academy of Management Review, Vol. 16, No. 3, pp. 620-7.
22. Evans, J.R. and Mathur, A. (2005), "The value of online surveys" in Internet Research, Vol. 15, No. 2, pp. 195-219.
23. Evans, P. and Wurster, T.S. (1999), "Getting real about virtual commerce" in Harvard Business Review, pp. 84-94.
24. Geissler, G.L. (2001), "Building customer relationships online: the web site designers' perspective" in Journal of Consumer Marketing, Vol. 18, pp. 488-502.
25. Ghauri, P.N. and Gronhaug, K. (2005), Research Methods in Business Studies: A Practical Guide, Financial Times Prentice-Hall, Harlow.
26. Ghose, S. and Dou, W. (1998), "Interactive functions and their impacts on the appeal of internet presence sites" in Journal of Advertising Research, Vol. 38, No. 2, pp. 23-43.
27. Gilmore, A. and Carson, D. (1996), "'Integrative' qualitative methods in a services context" in Marketing Intelligence & Planning, Vol. 14, No. 6, pp. 21-6.
28. Gracia, A. and Albisu, L.M. (2001), "Food consumption in the European Union: main determinants and country differences" in Agribusiness, Vol. 17, No. 4, pp. 469-88.
29. Grunert, K.G. and Ramus, K. (2005), "Consumers' willingness to buy food through the internet" in British Food Journal, Vol. 107, No. 6, pp. 381-403.
30. Grunert, K.G., Bech-Larsen, T. and Bredahl, L. (2000), "Three issues in consumer quality perception and acceptance of dairy products" in International Dairy Journal, Vol. 10, No. 8, pp. 575-84.
31. Ha, L. and James, E.L. (1998), "Interactivity reexamined: a baseline analysis of early business web sites" in Journal of Broadcasters and Electronic Media, Vol. 42, No. 4, pp. 457-69.
32. Ha, L. (2008), "Online advertising research in advertising journals: a review" in Journal of Current Issues and Research in Advertising, Vol. 30, No. 1, pp. 31-48.
33. Haigh, D. and Knowles, J. (2004), "How do you define your brand and determine its value?" in Marketing Management, Vol. 13, No. 3, pp. 22-8.
34. Harridge-March, S. (2004), "Electronic marketing, the new kid on the block" in Marketing Intelligence & Planning, Vol. 22, Nos 2/3, p. 297.
35. Harridge-March, S. (2006), "Can the building of trust overcome consumer perceived risk online?" in Marketing, Intelligence & Planning, Vol. 24, No. 7, pp. 746-61.
36. Hoffman, D.L. and Novak, T.P. (1996), "Marketing in hypermedia computer-mediated environments: conceptual foundations" in Journal of Marketing, Vol. 60, No. 3, pp. 50-68.
37. Ibeh, K.I.N., Luo, Y. and Dinnie, K. (2005), "E-branding strategies of internet companies: some preliminary insights from the UK" in Journal of Brand Management, Vol. 12, No. 5, p. 355.
38. Jahng, J., Jain, H. and Ramamurthy, K. (2000), "Effective design of electronic commerce environments: a proposed theory of congruence and an illustration" in IEEE Transactions of Systems, Management and Cybernetics, Vol. 30, No. 4, pp. 456-71.
39. Jensen, M.B. (2008), "Online marketing communication potential: priorities in Danish firms and advertising agencies" in European Journal of Marketing, Vol. 42, Nos 3/4, pp. 502-25.
40. Kapferer, J.N. (1998), Strategic Brand Management, 2nd ed., Kogan Page, London.
41. Kay, M.J. (2006), "Strong brands and corporate brands" in European Journal of Marketing, Vol. 40, Nos 7/8, pp. 742-60.
42. Keller, K.L. (2003), Strategic Brand Management: Building, Measuring and Managing Brand Equity, Prentice-Hall, Upper Saddle River, NJ.
43. Klein, L. (1998), "Evaluating the potential of interactive media through a new lens: search versus experience goods" in Journal of Business Research, Vol. 41, No. 3, pp. 195-203.
44. Kohli, C. and Thakor, M. (1997), "Branding consumer goods: insights from theory and practice" in Journal of Consumer Marketing, Vol. 14, No. 3, pp. 206-19.
45. Law, R. and Bai, B. (2008), "How do the preferences of online buyers and browsers differ on the design and content of travel web sites?" in International Journal of Contemporary Hospitality Management, Vol. 20, No. 4, pp. 388-400.
46. Lee, P.M. (2002), "Behavioral model of online purchasers in e-commerce environment" in Electronic Commerce Research, Vol. 2, pp. 75-85.
47. Li, Z.G. and Gery, N. (2000), "E-tailing - for all products?" in Business Horizons, Vol. 43, No. 6, pp. 49-54.
48. Lim, H. and Dubinsky, A.J. (2004), "Consumers' perceptions of e-shopping characteristics: an expectancy-value approach" in Journal of Services Marketing, Vol. 18, No. 7, pp. 500-13.
49. Liu, Y. and Shrum, L.J. (2002), "What is interactivity and is it always such a good thing? Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness" in Journal of Advertising, Vol. 31, No. 4, pp. 53-64.
50. McMillan, S.J. and Hwang, J.S. (2002), "Measures of perceived interactivity: an exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity" in Journal of Advertising, Vol. 31, No. 3, pp. 29-42.
51. Marcolin, B., Coviello, N. and Milley, R. (2005), "Assessing web-enabled interactivity: an audit tool" in Journal of Organisational and End User Computing, Vol. 17, No. 4, p. 232.
52. May, P. (2000), The Business of Ecommerce: From Corporate Strategy to Technology, Cambridge University Press, Cambridge.
53. Melian-Alzola, L. and Padron-Robaina, V. (2006), "Tangibility as a quality factor in electronic commerce b2c" in Managing Service Quality, Vol. 16, No. 3, pp. 320-38.
54. Merisavo, M. and Raulas, M. (2004), "The impact of e-mail marketing on brand loyalty" in Journal of Product & Brand Management, Vol. 13, No. 7, pp. 498-505.
55. Merrilees, B. and Fry, M.L. (2003), "E-trust: the influence of perceived interactivity on e-retailing users" in Marketing Intelligence & Planning, Vol. 21, No. 2, pp. 123-8.
56. Morris, T. and Wood, S. (1991), "Testing the survey method: continuity and change in British industrial relations" in Work, Employment and Society, Vol. 5, No. 2, pp. 259-82.
57. Neilsen, J. (2000), Designing Web Usability: The Practice of Simplicity, New Rider Publishing, Indianapolis, IN.
58. Neilsen, J. (2003), "The ten most violated homepage design guidelines", available at: www.useit.com/alertbox/20031110.html (accessed 3 May 2007).
59. Nelson, P. (1970), "Information and consumer behaviour" in Journal of Political Economy, Vol. 78, Nos 3/4, pp. 311-29.
60. Nelson, P. (1974), "Advertising as information" in Journal of Political Economy, Vol. 81, Nos 7/8, pp. 729-54.
61. O'Cass, A. and Frost, H. (2004), "Exploring consumer status and conspicuous consumption" in Journal of Consumer Behaviour, Vol. 4, No. 1, pp. 25-39.
62. O'Leary, C., Rao, S. and Perry, C. (2004), "Improving customer relationship management through database/internet marketing: a theory-building action research project" in European Journal of Marketing, Vol. 38, Nos 3/4, pp. 338-54.
63. Palmer, J.W. (2002), "Web site usability, design and performance metrics" in Information Systems Research, Vol. 13, No. 2, pp. 151-67.
64. Park, C. (2002), "A model on the online buying intention with consumer characteristics and product type", Department of Management Information Systems, Korea University, Jochiwon, available at: http://ausweb.scu.edu.au/aw02/papers/refereed/park2/paper.html (accessed 5 March 2007).
65. Parkhe, A. (1993), "'Messy' research, methodological predispositions and theory development in international joint ventures" in Academy of Management Review, Vol. 18, No. 2, pp. 227-68.
66. Patton, M.Q. (1990), Qualitative Evaluation and Research Methods, Sage Publications, London.
67. Perry, C. (1998), "Processes of a case study methodology for postgraduate research in marketing" in European Journal of Marketing, Vol. 32, Nos 9/10, pp. 785-802.
68. Perry, C. and Coote, L. (1994), "Process of a case study research methodology: tool for management development?" in pp. 1-22, paper presented at the National Conference of the Australia-New Zealand Association of Management, Wellington.
69. Perry, M. and Bodkin, C. (2000), "Content analysis of 100 company web sites" in Corporate Communications: An International Journal, Vol. 6, No. 2, pp. 87-97.
70. Peterson, R.A., Balasubramanian, S. and Bronnenberg, B.J. (1997), "Exploring the implications of the Internet for consumer marketing" in Journal of the Acadmey of Marketing Science, Vol. 25, No. 4, pp. 329-46.
71. Phippen, A.D. (2004), "An evaluative methodology for virtual communications using web analytics" in Campus-Wide Information Systems, Vol. 21, No. 5, p. 179.
72. Pitta, D.A. and Fowler, D. (2005), "Internet community forums: an untapped resource for consumer marketers" in Journal of Consumer Marketing, Vol. 22, Nos 4/5, p. 265.
73. Poon, S. and Joseph, M. (2001), "A preliminary study of product nature and electronic commerce" in Marketing Intelligence & Planning, Vol. 19, No. 7, pp. 493-500.
74. Porter, M.E. (2001), "Strategy and the internet" in Harvard Business Review, Vol. 79, No. 3, pp. 63-78.
75. Rafiq, M. and Fulford, H. (2005), "Loyalty transfer from offline to online stores in the UK grocery industry" in International Journal of Retail & Distribution Management, Vol. 33, No. 6, pp. 444-60.
76. Ramus, K. and Nielsen, N.A. (2005), "Online grocery retailing: what do consumers think?" in Internet Research, Vol. 15, No. 3, pp. 335-52.
77. Riege, A.M. and Perry, C. (2000), "National marketing strategies in international travel and tourism" in European Journal of Marketing, Vol. 34, Nos 11/12, pp. 1290-305.
78. Robson, C. (2002), Real World Research, 2nd ed., Blackwell, Oxford.
79. Rogers, E.M. (1995), Diffusion of Innovations, The Free Press, New York, NY.
80. Rowley, J. (2004), "Just another channel? Marketing communities in e-business" in Marketing Intelligence & Planning, Vol. 22, No. 1, p. 24.
81. Sadowski, B.M., Maitland, C. and van Douyer, J. (2002), "Strategic use of the internet by small- and medium-sized companies: an exploratory study" in Information Economics and Policy, Vol. 14, No. 1, pp. 75-93.
82. Salzer-Morling, M. and Strannegard, L. (2004), "Silence of the brands" in European Journal of Marketing, Vol. 38, Nos 1/2, pp. 224-38.
83. Sellitto, C., Wenn, A. and Burgess, S. (2003), "A review of the web sites of small Australian wineries: motivations, goals and success" in Information Technology and Management, Vol. 4, Nos 2/3, pp. 215-32.
84. Sicilia, M., Ruiz, S. and Munuera, J.L. (2005), "Effects of interactivity in a web site" in Journal of Advertising, Vol. 34, No. 3, p. 31.
85. Simmons, G. (2007), "I-branding: developing the internet as a branding tool" in Marketing Intelligence & Planning, Vol. 25, No. 6, pp. 544-63.
86. Simmons, G. (2008), "Marketing to postmodern consumers: introducing the internet chameleon" in European Journal of Marketing, Vol. 42, Nos 3/4, pp. 299-310.
87. Sterne, J. and Cutler, M. (2000), "E-metrics: business metrics for the new economy", available at: www.emetrics.org/articles/whitepaper.html (accessed 13 March 2007).
88. Sultan, F. and Rohm, A.J. (2004), "The evolving role of the internet in marketing strategy: an exploratory study" in Journal of Interactive Marketing, Vol. 18, No. 2, pp. 6-19.
89. Szymanski, D.M. and Hise, R.T. (2000), "E-satisfaction: an initial examination" in Journal of Retailing, Vol. 76, No. 3, pp. 309-22.
90. Taylor, M.J. and England, D. (2006), "Internet marketing: web site navigational design issues" in Marketing Intelligence & Planning, Vol. 24, No. 1, pp. 77-85.
91. Van Der Heijden, H. and Verhagen, T. (2004), "Online store image: conceptual foundations and empirical measurement" in Information & Management, Vol. 41, No. 5, pp. 609-17.
92. Vijayasarathy, L.R. (2002), "Product characteristics and Internet shopping intentions" in Internet Research: Electronic Networking Applications and Policy, Vol. 12, No. 5, pp. 411-26.
93. Whitman, M.E., Perez, J. and Beise, C. (2001), "A study of user attitudes toward persistent cookies" in Journal of Computer Information Systems, Vol. 41, No. 3, pp. 1-7.
94. Wilde, S.J., Kelly, S.J. and Scott, D. (2004), "An exploratory investigation into e-tail image attributes important to repeat, internet savvy customers" in Journal of Retailing and Consumer Services, Vol. 11, No. 3, pp. 131-9.
95. Wu, J. and Chang, Y. (2005), "Towards understanding members' interactivity, trust, and flow in online travel community" in Industrial Management & Data Systems, Vol. 105, No. 7, pp. 937-54.