Title: The relationship between corporate websites and brand equity : a conceptual framework and research agenda
Authors : Argyriou, Evmorfia
Kitchen, Philip J.
Melewar, T.C.
Published in : International Journal of Market Research
Volume(Issue) : 48
Issue : 5
Pages : 575
Pages to: 599
Publisher / Ed. Institution : Sage
Issue Date: 2006
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (publication)
Language : English
Subjects : ZMM
Subject (DDC) : 658.8: Marketing management
Abstract: The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been forecasting the end of traditional brand management in today's e-markets. At the same time, there is ongoing discussion about the move towards corporate branding and brand equity. Brand equity is a long-established construct, which refers to the tangible and intangible value of brands and emphasises the strategic goals of branding, such as the creation of brand knowledge in consumers' minds from the firm's investment in various marketing and corporate communication programmes. With most of the world's greatest brands now being corporate names and investing in their own corporate websites as an alternative way to reach consumers, brand equity becomes relevant in any website development and evaluation process. This paper develops a series of propositions to demonstrate how corporate brand entities may manage their brand equity at their corporate website interface. Building on existing conceptual and empirical data we present a theoretical framework and research agenda of such a relationship.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Article in scientific journal
DOI : 10.1177/147078530604800507
ISSN: 1470-7853
2515-2173
URI: https://digitalcollection.zhaw.ch/handle/11475/10074
Appears in Collections:Publikationen School of Management and Law

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