- Title
- Corporate branding: a framework for e-retailers
- Creator
- Merriless, Bill; Fry, Marie-Louise
- Relation
- Corporate Reputation Review Vol. 5, Issue 2/3, p. 213-225
- Publisher Link
- http://dx.doi.org/10.1057/palgrave.crr.1540175
- Publisher
- Palgrave Macmillan Ltd.
- Resource Type
- journal article
- Date
- 2002
- Description
- E-retailers or e-businesses generally represent a special case of corporate branding. As with most aspects of e-commerce, very little is known about the sources or drivers of successful e-brands. Why are some e-brands better than other e-brands? At the same time, e-brands are a particularly useful way of studying corporate brands because the 'entire' corporation appears on a screen in front of you. Not only is the entire organization encapsulated on a single screen, the reputation of that corporation is very sensitive to the way the company is portrayed. A message of 'site under construction' quickly damages corporate reputation. The paper develops a framework based on statistical structural modeling of a convenience sample of CD users. The focus of the model is the brand attitude of the user towards the e-retailer. Critical drivers of corporate brand attitude are highlighted and shown to be e-interactivity and e-trust. It is suggested that companies striving to build corporate reputations on business to consumer Web relationships need to place priority on developing capabilities that enhance e-interactivity and e-trust.
- Subject
- image; corporate branding; brand identification; e-commerce; advertising; reputation
- Identifier
- http://hdl.handle.net/1959.13/27092
- Identifier
- uon:1363
- Identifier
- ISSN:1363-3589
- Language
- eng
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