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Author(s): Helena Nobre
Carlos Brito
Paulo Lencastre
Title: Consumer Response Analysis to the Electronic Brands
Issue Date: 2004
Abstract: This paper studies the consumer response to the electronic brands-i.e., brands commercialized on the Internet. The results of the study suggested that, although the specific ebranding practices might allow building awareness in a short period of time, the profitability of on-line brands is likely to rely on the same factors as the traditional brand: time and financial efforts. Finally, the study also suggested that in the future, with the broadband and the consequent media convergence, marketers could not regard to an on-line brand as the opposite of a physical brand. Rather, brands have to be managed in a comprehensive way, tanking into account all alternatives based not only on the kind of product/service but also on the desired positioning
Subject: Economia e gestão
Economics and Business
Scientific areas: Ciências sociais::Economia e gestão
Social sciences::Economics and Business
Document Type: Artigo em Revista Científica Internacional
Rights: openAccess
Appears in Collections:FEP - Artigo em Revista Científica Internacional

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