Consumer Response Analysis to the Electronic Brands

• Autor(a) principal: Helena Nobre
• Data de Publicação: 2004
• Outros Autores: Carlos Brito, Paulo Lencastre
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://repositorio-aberto.up.pt/handle/10216/71084
• topic: Economia e gestão; Economics and Business

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