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Contemporary research in e-branding

This book presents research on the global issue of the Internet as a central organizing platform for integrating marketing communications and on using e-Branding to increase the visibility and success of companies in all business realms.

Bibliographic Details
Corporate Author: IGI Global.
Other Authors: Bandyopadhyay, Subir, 1958-
Format: Electronic
Language:English
Published: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2009.
Subjects:
Internet marketing.
Branding (Marketing)
Communication in marketing.
Blogs
Web technology
Web search engines
Web atmospheric designs
Trademark infringement
Pay-per-click advertising
Paradigm shifts in branding
Online marketplace
Online marketing
Online customers
Online affiliates
Online advertising
Nonlinear pricing
Internet self-efficacy
E-service brands
E-commerce
eBranding
eBrand equity
Digital age
Commercial Web sites
Brand personality
Online Access:View fulltext via EzAccess
Table of Contents:
  • Preface
  • Key Success Requirements for Online Brand Management / Subir Bandyopadhyay, Rosemary Serjak
  • The Role of Blogs on a Successful Political Branding Strategy / Luis Casaló, etc.
  • Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age? / Aslihan Nasir, Süphan Nasir
  • The Naming of Corporate eBrands / Tobias Kollmann, Christina Suckow
  • Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability / Patrali Chatterjee
  • Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal / Fang Wan, Ning Nan, Malcolm Smith
  • Nonlinear Pricing in E-Commerce / José J. Canals-Cerdá
  • The E-Mode of Brand Positioning: The Need for an Online Positioning Interface / S. Ramesh Kumar
  • Job Search at Naukri.com: Case Study of a 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, Matthew S. Eastin
  • Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic / Shintaro Okazaki, Radoslav Škapa
  • Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective / Dahui Li, Glenn J. Browne, James C. Wetherbe.

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