科研成果详情

题名DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY
作者
发表日期2002
会议名称International Conference on Information Systems, ICIS 2002
会议录名称Proceedings of the International Conference on Information Systems, ICIS 2002
页码617-627
会议日期December 15-18, 2002
会议地点Barcelona
摘要

Previous 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 consumers’ 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 consumers’ perceived quality. However, popular online marketing instruments, such as offering value-added services and features or advertising, may not contribute much to the formation of online firms’ brand equity.

关键词advertising intensity Brand equity brand knowledge perceived quality product or technology leadership value-added services and features Website quality
URL查看来源
语种英语English
Scopus入藏号2-s2.0-70350070385
引用统计
文献类型会议论文
条目标识符https://repository.uic.edu.cn/handle/39GCC9TT/10434
专题个人在本单位外知识产出
作者单位
1.Department of Information Systems,National University of Singapore,Singapore
2.School of Business,The University of Hong Kong,Hong Kong
推荐引用方式
GB/T 7714
Gwee, Yah Ting,Hui, Kai Lung,Chau, Patrick Y. K. DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY[C], 2002: 617-627.
条目包含的文件
条目无相关文件。
个性服务
查看访问统计
谷歌学术
谷歌学术中相似的文章
[Gwee, Yah Ting]的文章
[Hui, Kai Lung]的文章
[Chau, Patrick Y. K.]的文章
百度学术
百度学术中相似的文章
[Gwee, Yah Ting]的文章
[Hui, Kai Lung]的文章
[Chau, Patrick Y. K.]的文章
必应学术
必应学术中相似的文章
[Gwee, Yah Ting]的文章
[Hui, Kai Lung]的文章
[Chau, Patrick Y. K.]的文章
相关权益政策
暂无数据
收藏/分享
所有评论 (0)
暂无评论
 

除非特别说明,本系统中所有内容都受版权保护,并保留所有权利。