Marketing over the Internet implies a whole new dimension in which to engage the consumer. To remain successful in today's digital world, companies must harness the power of online marketing to reach the unlimited potential of consumers worldwide. Contemporary Research in E-Branding provides cutting-edge research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications. Combining global perspectives from marketing and Web technology academics and experts into one multidisciplinary reference work, this Premier Reference Source offers researchers, scholars, and practitioners an authoritative view on e-Branding to increase the visibility and success of companies in all business realms.
Key success requirements for online brand management / Subir Bandyopadhyay and Rosemary Serjak -- The role of blogs on a successful political branding strategy / Luis Casal??, Miguel Guinal??u, and Carlos Flavi??n -- Brand personality of web search engines: who is the conqueror of the digital age? / Aslihan Nasir and S??phan Nasir -- The naming of corporate ebrands / Tobias Kollmann and Christina Suckow -- Returns on e-branding investment: linking pre-acquisition marketing activity to customer profitability / Patrali Chatterjee -- Consumers' optimal experience on commercial websites: a congruency effect of web atmospheric design and consumers' surfing goal / Fang Wan, Ning Nan, and Malcolm Smith -- Nonlinear pricing in e-commerce / Jos?? J. Canals-Cerd?? -- The e-mode of brand positioning: the need for online positioning interface / S. Ramesh Kumar -- Job search at Naukri.com: case study of successful dot-com venture in India / Sanjeev Swami -- Trademark infringement in pay-per-click advertising / Peter O'Connor -- E-branding the consumer for cultural presence in virtual communities / Robert Pennington -- Impact of internet self-efficacy on e-service brands / Terry Daugherty, Harsha Gangadharbatla, and Matthew S. Eastin -- Understanding brand website positioning in the new EU member states: the case of the Czech Republic / Shintaro Okazaki and Radoslav ??kapa -- Online consumers' switching behavior: a buyer-seller relationship perspective / Dahui Li, Glenn J. Browne, and James C. Wetherbe -- Understanding consumer reactions to offshore outsourcing of customer services / Piyush Sharma, Rajiv Mathur, and Abhinav Dhawan -- An extrinsic and intrinsic motivation-based model for measuring consumer shopping oriented web site success / Edward J. Garrity ... [et al.] -- A critical review of online consumer behavior / Christy MK Cheung, Gloria WW Chan, and Moez Limayem -- Multi-channel retailing and customer satisfaction: implications for eCRM / Patricia T. Warrington ... [et al.] -- The effect of information satisfaction and relational benefit on consumer's on-line shopping site commitment / Chung-Hoon Park and Young-Gul Kim.
Number Of Pages: 378
Published: 1st January 2009