Cengage Learning

Contemporary Research in E-Branding, 1st Edition

  • Published By:
  • ISBN-10: 1599048159
  • ISBN-13: 9781599048154
  • DDC: 658.872
  • Grade Level Range: College Freshman - College Senior
  • 389 Pages | eBook
  • Original Copyright 2008 | Published/Released May 2009
  • This publication's content originally published in print form: 2008

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About

Overview

Provides research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Dedication.
Table of Contents.
Detailed Table of Contents.
Preface.
Acknowledgment.
1: Key Success Requirements for Online Brand Management.
2: The Role of Blogs On a Successful Political Branding Strategy.
3: Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?.
4: The Naming of Corporate eBrands.
5: Returns On e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability.
6: Consumers' Optimal Experience On Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal.
7: Nonlinear Pricing in E-Commerce.
8: The E-Mode of Brand Positioning: The Need for an Online Positioning Interface.
9: Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India.
10: Trademark Infringement in Pay-Per-Click Advertising.
11: E-Branding the Consumer for Cultural Presence in Virtual Communities.
12: Impact of Internet Self-Efficacy On E-Service Brands.
13: Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic.
14: Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective.
15: Understanding Consumer Reactions to Offshore Outsourcing of Customer Services.
16: An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success.
17: A Critical Review of Online Consumer Behavior.
18: Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM.
19: The Effect of Information Satisfaction and Relational Benefit On Consumer's On-Line Shopping Site Commitment.
Compilation of References.
About the Contributors.
Index.