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| Content Provider | IEEE Xplore Digital Library |
|---|---|
| Author | Strauss, R.E. Schoder, D. Gebauer, J. |
| Copyright Year | 2001 |
| Abstract | As the use of the Internet continues to grow among consumers, firms need to assess the requirements of individual branding-strategies in the context of electronic commerce. Although branding has been an integral part of the marketing mix for a long time, the issue of brand orientation and consumer loyalty in the context of the Internet has not yet seen the same attention. This paper presents results from a major empirical study on Electronic Commerce in the automotive industry in Europe. The study analyzes the impact of the Internet and Electronic Commerce on the relevance of brands, as well as on the information behavior and decision variables of online consumers. The results show that, compared to offline environments, branding strategies play an even more important role in online environments. The paper also summarizes some of the consequences of these developments for online branding strategies, such as personalization methods and one-to-one marketing. |
| Sponsorship | Univ. Hawaii College of Bus. Adm |
| File Size | 122133 |
| File Format | |
| ISBN | 0769509819 |
| DOI | 10.1109/HICSS.2001.927096 |
| Language | English |
| Publisher | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Publisher Date | 2001-01-06 |
| Publisher Place | USA |
| Access Restriction | Subscribed |
| Rights Holder | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Subject Keyword | Electronic commerce Internet Europe Context Automotive engineering Business Read only memory Environmental economics Radio access networks Communication system control |
| Content Type | Text |
| Resource Type | Article |
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