Brands versus Information: The changing role of brands in the age of empowered consumers
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Saarbrücken
VDM Verlag Dr. Müller
2007
|
| Ausgabe: | 1. Aufl. |
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | 135 S. 240 mm x 170 mm |
| ISBN: | 9783836407090 3836407094 |
Internformat
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Datensatz im Suchindex
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Page I - Table of contents
Table of contents
List of abbreviations.Ill
Figures and Tables.IV
1. Introduction.1
2. The research area - The changing role of brands in the age of
empowered consumers.5
2.1 Brands.6
2.1.1 The role of brands.7
2.1.2 Functions of brands.11
2.2 Functions of the Internet on markets.14
2.3 Brands in the online environment.17
2.3.1 The relative importance of the Internet as a touchpoint with
the brand.18
2.3.2 Particularities of branding in the Internet.21
2.4 The changing role of brands and the empowerment of consumers.22
3. Purchase decision process.28
3.1 Problem recognition.34
3.2 Information search.35
3.2.1 Manufacturers' and dealers' homepages and online shops.39
3.2.2 Experts' homepages.40
3.2.3 Cybermediaries.41
3.2.4 Consumer-to-consumer communities.43
3.3 Evaluation of alternatives.46
3.4 Purchase.50
3.5 After-purchase evaluation.53
4. Effects of consumer empowerment.58
Page II - Table of contents
4.1 Information as a substitute for functions of the brand.59
4.1.1 The frame of reference.61
4.1.2 The empirical study.64
4.1.3 Synopsis of primary and secondary research results.74
4.2 The changing role of intermediaries and online retailers.77
4.3 Impacts on price and quality.79
4.4 Implications for brand management.83
5. Conclusions.94
5.1 Summary and key findings.94
5.2 Limitations and future research issues.99
Appendix.102
Bibliography.123
Page IV - Figures and Tables
Figures and Tables
Figure 1: A brand is more than a product.10
Figure 2: The functions of brands.12
Figure 3: Elements of the consumer brand experience.19
Figure 4: The relative importance of communicating image and delivering
value by touchpoint.20
Figure 5: The five-stages-model of the purchase decision process.29
Figure 6: A continuum of buying decision behavior.31
Figure 7: Value and availability of information relevant for purchase
decisions.36
Figure 8: The relationship between amount of information search and
product knowledge.37
Figure 9: Distinction between total set, available set, and consideration set.47
Figure 10: Clustering of products and services.63
Figure 11: Weighted importance of the three brand functions for three
markets.69
Figure 12: Likelihood of offline purchases and online purchases.70
Figure 13: Priority of branded over non-branded goods in offline and online
purchases.72
Figure 14: Tendential impact of brands and information on purchase
decisions.76
Figure 15: Evaluative factors for consistent brand management.84
Figure 16: Dimensions of Internet-specific customer benefits.89 |
| adam_txt |
Page I - Table of contents
Table of contents
List of abbreviations.Ill
Figures and Tables.IV
1. Introduction.1
2. The research area - The changing role of brands in the age of
empowered consumers.5
2.1 Brands.6
2.1.1 The role of brands.7
2.1.2 Functions of brands.11
2.2 Functions of the Internet on markets.14
2.3 Brands in the online environment.17
2.3.1 The relative importance of the Internet as a touchpoint with
the brand.18
2.3.2 Particularities of branding in the Internet.21
2.4 The changing role of brands and the empowerment of consumers.22
3. Purchase decision process.28
3.1 Problem recognition.34
3.2 Information search.35
3.2.1 Manufacturers' and dealers' homepages and online shops.39
3.2.2 Experts' homepages.40
3.2.3 Cybermediaries.41
3.2.4 Consumer-to-consumer communities.43
3.3 Evaluation of alternatives.46
3.4 Purchase.50
3.5 After-purchase evaluation.53
4. Effects of consumer empowerment.58
Page II - Table of contents
4.1 Information as a substitute for functions of the brand.59
4.1.1 The frame of reference.61
4.1.2 The empirical study.64
4.1.3 Synopsis of primary and secondary research results.74
4.2 The changing role of intermediaries and online retailers.77
4.3 Impacts on price and quality.79
4.4 Implications for brand management.83
5. Conclusions.94
5.1 Summary and key findings.94
5.2 Limitations and future research issues.99
Appendix.102
Bibliography.123
Page IV - Figures and Tables
Figures and Tables
Figure 1: A brand is more than a product.10
Figure 2: The functions of brands.12
Figure 3: Elements of the consumer brand experience.19
Figure 4: The relative importance of communicating image and delivering
value by touchpoint.20
Figure 5: The five-stages-model of the purchase decision process.29
Figure 6: A continuum of buying decision behavior.31
Figure 7: Value and availability of information relevant for purchase
decisions.36
Figure 8: The relationship between amount of information search and
product knowledge.37
Figure 9: Distinction between total set, available set, and consideration set.47
Figure 10: Clustering of products and services.63
Figure 11: Weighted importance of the three brand functions for three
markets.69
Figure 12: Likelihood of offline purchases and online purchases.70
Figure 13: Priority of branded over non-branded goods in offline and online
purchases.72
Figure 14: Tendential impact of brands and information on purchase
decisions.76
Figure 15: Evaluative factors for consistent brand management.84
Figure 16: Dimensions of Internet-specific customer benefits.89 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T18:36:00Z |
| indexdate | 2024-07-20T09:23:20Z |
| institution | BVB |
| isbn | 9783836407090 3836407094 |
| language | English |
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| publishDate | 2007 |
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| spelling | Klaming, Gunnar Verfasser aut Brands versus Information The changing role of brands in the age of empowered consumers Gunnar Klaming 1. Aufl. Saarbrücken VDM Verlag Dr. Müller 2007 135 S. 240 mm x 170 mm txt rdacontent n rdamedia nc rdacarrier Internet (DE-588)4308416-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Internet (DE-588)4308416-3 s DE-604 text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2921905&prov=M&dok_var=1&dok_ext=htm Inhaltstext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015985750&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Klaming, Gunnar Brands versus Information The changing role of brands in the age of empowered consumers Internet (DE-588)4308416-3 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4308416-3 (DE-588)4144679-3 |
| title | Brands versus Information The changing role of brands in the age of empowered consumers |
| title_auth | Brands versus Information The changing role of brands in the age of empowered consumers |
| title_exact_search | Brands versus Information The changing role of brands in the age of empowered consumers |
| title_exact_search_txtP | Brands versus Information The changing role of brands in the age of empowered consumers |
| title_full | Brands versus Information The changing role of brands in the age of empowered consumers Gunnar Klaming |
| title_fullStr | Brands versus Information The changing role of brands in the age of empowered consumers Gunnar Klaming |
| title_full_unstemmed | Brands versus Information The changing role of brands in the age of empowered consumers Gunnar Klaming |
| title_short | Brands versus Information |
| title_sort | brands versus information the changing role of brands in the age of empowered consumers |
| title_sub | The changing role of brands in the age of empowered consumers |
| topic | Internet (DE-588)4308416-3 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Internet Markenpolitik |
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