Brand power revisited: measuring brand equity in cyber‐space

Abstract

Purpose -Cyber-brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands' equity, so that attempts can be made to increase their brands' equity efficiently. This research aims to address the issue. Design/methodology/approach -To measure the strength of cyber brands, prior off-line research is replicated, taking a customer focus to identify determinate variables. These customer-focused variables are tested against cyber consumers' stated satisfaction and site-visit intention behavior, using regression analysis. Findings -The results satisfactorily justify the suggested model, which has a predictive power ranging from 62 to 72 per cent. Practical implications -The study shows that practitioners intent on raising the power of their cyber brand can be guided by the same model as used off-line. Originality/value -The major theoretical contribution of the study is to show that there is little difference between measuring and increasing brand power on or off-line.

Creating the right customer experience online: The influence of culture

“…In the context of online shopping, research shows that experiential values could improve website personality (Shobeiri, Laroche, and Mazaheri 2013), preference for the e-retailer (Mathwick, Malhotra, and Rigdon 2001;Overby and Lee 2006), customer satisfaction (Lee and Overby 2004), emotions (Jeong et al 2009), website involvement (Shobeiri, Mazaheri, and Laroche 2014), attitudes toward the site/eretailer (Fiore, Kim, and Lee 2005;Keng and Ting 2009), customers' patronage intentions (Fiore, Kim, and Lee 2005;Jeong et al 2009;Mathwick, Malhotra, and Rigdon 2001;Soltani and Gharbi 2008), and the brand equity of dot-coms (Na andMarshall 2005, Page andLepkowska-white 2002). In these studies, experiential benefits are measured based on various proposed models in the literature including these of Schmitt (1999) (2001) is the only one that was originally developed for the context of online (as well as catalog-based) retailing.…”

A Research on Relationship Between Customer-Based E-Tail Brand Equity and Web-Market Outcomes

“…Na et al 2005 claimed and demonstrated brand equity was conceptually equal among any brands, and models of brand equity that work for off-line products and services would work well in an online context, too [2]. Herein, researchers have developed different models of E-tail brand equity, based on the traditional theory of brand equity in the off-line context.…”

“…Based on Keller's customer-based brand equity theory, Na et al 2005 suggested that for cyber brand equity, a similar effort is needed to find out the determinant variables -which will include the attribute, benefit and value dimensions of the brand construct. A 17 items were selected and conducted the dual, experiential and goal-oriented, motivation idea for understanding the use of internet [2].…”

“…A 17 items were selected and conducted the dual, experiential and goal-oriented, motivation idea for understanding the use of internet [2].…”

E-brand building based on consumers' cognitive processes

“…Na and Marshall (2005) proposed that building e-brand should include goal-oriented and experience-oriented. Goal-oriented included website interface, richness of the information, extensive information, while the experience-oriented included entertainment, society, and friendship of consumers [5]. Scholars studied e-brand from different perspectives, but they ignored the main participationconsumers.H.A.Simon pointed out that brand and the consumers' cognitive psychology have a certain connection; brand is overall feeling of consumers' cognitive processes for products and service of enterprises, it forms the unique impression for brand image.…”