Create, build and manage online brands for internet companies

• Autor(a) principal: Bilro, Ricardo Jorge Godinho
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/8444
• topic: Internet marketing; Online marketing; Digital marketing; Brand; Online brand management; Marketing de internet; Marketing online; Marketing digital; Marca; Gestão de marcas online

The purpose of this dissertation is to analyse and identify the main constructs that leads to successfully create, build and manage online brands for internet-only companies. Based on this, an online brand management explanatory model can be it generated. In order to do so, two different but sequential approaches were used: was developed an extensive and systematic literature review in order to explore the research theoretical background and identify literature main findings; from this review eighteen papers were selected and from those some preliminary reflections were taken. Then, a focus group session was performed in order to do an empirical research and test preliminary findings; from these some conclusions can be drawn. Based on these conclusions were possible to identify several constructs responding to the research question: trust, which stands out as the prominent construct, purchase and repurchase intentions, which are linked to other aspects as loyalty, achieved experience or ease of use and consumer satisfaction reflecting assets as privacy, commitment and consumer engagement. All of those constructs stands out as those who influence the most the success when creating, building and managing online brands for internet companies.