Contemporary research in e-branding:
"This book presents research on the emergent global issue of the Internet as a central organizing platform for integrating marketing communications"--Provided by publisher.
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Hershey, NY [u.a.]
Information Science Reference
2009
|
| Schriftenreihe: | Premier reference source
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "This book presents research on the emergent global issue of the Internet as a central organizing platform for integrating marketing communications"--Provided by publisher. |
| Beschreibung: | XIX, 358 S. graph. Darst. |
| ISBN: | 1599048132 9781599048130 |
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Datensatz im Suchindex
| _version_ | 1804138666838196224 |
|---|---|
| adam_text | Table
of Contents
Preface
.................................................................................................................................................xv
Chapter I
Key Success Requirements for Online Brand Management
.............
Subir
Bandyopadhyay, Indiana University Northwest, USA
Rosemary Serjak, University of Ottawa, Canada
Chapter II
The Roleof Blogs on a Successful Political Branding Strategy
...........................................................16
Luis Cásalo,
University of
Zaragoza,
Spain
Miguel Guinaliu, University of
Zaragoza,
Spain
Carlos Flavian, University of
Zaragoza,
Spain
Chapter III
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
......................31
Aslihan Nasir,
Bogaziçi
University, Istanbul, Turkey
Siiphan Nasir, Istanbul University, Turkey
Chapter IV
The Naming of Corporate eBrands
.......................................................................................................48
Tobias
Kollmann,
University of
Duisburg -
Essen, Germany
Christina Suckow, University of
Duisburg -
Essen, Germany
Chapter V
Returns on
е
-Branding
Investment: Linking Pre-Acquisition Marketing Activity to Customer
Profitability
...........................................................................................................................................61
Pátrali
Chatterjee, Montclair State University, USA
Chapter VI
Consumers Optimal Experience on Commercial Web Sites: A Congruency Effect of Web
Atmospheric Design and Consumers Surfing Goal
............................................................................78
Fang Wan, University of Manitoba, Canada
Ning
Nan, University of Oklahoma, USA
Malcolm Smith, University of Manitoba, Canada
Chapter
VII
Nonlinear Pricing in E-Commerce
.......................................................................................................95
Jose J.
Canals-Cerdá,
Federal Reserve Bank of Philadelphia, USA
Chapter
VIII
The
Е
-Mode
of Brand Positioning: The Need for an Online Positioning Interface
........................... 112
S. Ramesh Kumar, I1M, Bangalore
Chapter IX
Job Search at Naukri.com: Case Study of a Successful Dot-Corn Venture in India
...........................126
Sanjeev Swami, Indian Institute of Technology Kanpur, India
Chapter X
Trademark Infringement in Pay-Per-Click Advertising
......................................................................148
Peter
О
Connor, IMHI, Essec Business School, France
Chapter XI
Е
-Branding
the Consumer for Cultural Presence in Virtual Communities
......................................... 161
Robert
Pennington, Fo
Guang University, Taiwan
Chapter
XII
Impact of Internet Self-Efficacy on
E-Service
Brands
......................................................................176
Terry Dougherty, The University of Texas at Austin, USA
Harsha Gangadharbatla, Texas Tech University, USA
MatthewS. Eastin, The University of Texas at Austin, USA
Chapter
XIII
Understanding Brand Website Positioning in the New
EU
Member States: The Case of the
Czech Republic
.................................................................................................................................. 193
Shintaro Okazaki,
Universidad
Autonoma
de
Madrid, Spain
Radoslav Škapa, Masaryk University Brno,
Czech Republic-
Chapter
XIV
Online
Consumers Switching Behavior: A Buyer-Seller Relationship Perspective
..........................216
Dahui Li, University of Minnesota Duluth, USA
Glenn J. Browne, Texas Tech University, USA
James C. Wetherbe, Texas Tech University, USA
Chapter XV
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
.......................228
Piyush Sharma, Nanyang Business School, Singapore
Rajiv Mathur, Percom Limited, New Delhi, India
Abhinav Dhawan, team4U Outsourced Staffing Services, New Delhi, India
Chapter
XVI
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping
Oriented Web Site Success
.................................................................................................................241
Edward J. Garrity, Canisius College, USA
Joseph
В. О
Donnei!,
Canisius College, USA
Yong Jin Kim, Sogang University, Korea
&
State University of New York at Binghamton, USA
G. Lawrence Sanders, State University of New York at Buffalo, USA
Chapter
XVII
A Critical Review of Online Consumer Behavior
..............................................................................262
Christy MK Cheung, City University of Hong Kong, Hong Kong
Gloria WW Chan, City University of Hong Kong, Hong Kong
Moez Limayem, City University of Hong Kong, Hong Kong
Chapter
XVIII
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM
..................................280
Patricia T. Warrington, Texas Christian University, USA
Elizabeth
Gangstad,
Purdue University, USA
Richard
Feinberg,
Purdue University, USA
Ко
de Ruyter,
University of Maastricht, The Netherlands
Chapter
XIX
The Effect of Information Satisfaction and Relational Benefit on Consumer s On-Line
Shopping Site Commitment
................................................................................................................292
Chung-Hoon Park, Samsung
SDS,
Korea
Young-Gul Kim, Graduate School of Management, KAIST, Korea
Compilation of References
...............................................................................................................313
About the Contributors
....................................................................................................................351
Index
...................................................................................................................................................356
|
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| title | Contemporary research in e-branding |
| title_auth | Contemporary research in e-branding |
| title_exact_search | Contemporary research in e-branding |
| title_full | Contemporary research in e-branding [ed. by] Subir Bandyopadhyay |
| title_fullStr | Contemporary research in e-branding [ed. by] Subir Bandyopadhyay |
| title_full_unstemmed | Contemporary research in e-branding [ed. by] Subir Bandyopadhyay |
| title_short | Contemporary research in e-branding |
| title_sort | contemporary research in e branding |
| topic | Internet marketing Branding (Marketing) Communication in marketing Internet (DE-588)4308416-3 gnd Markenpolitik (DE-588)4144679-3 gnd Electronic Commerce (DE-588)4592128-3 gnd Online-Marketing (DE-588)7706419-7 gnd |
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