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The relationship between corporate websites and brand equity : a conceptual framework and research agenda

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Argyriou, Evmorfia, Kitchen, Philip J. and Melewar, T. C. (2006) The relationship between corporate websites and brand equity : a conceptual framework and research agenda. International Journal of Market Research, Volume 48 (Number 5). pp. 575-599.

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Abstract

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been forecasting the end of traditional brand management in today's e-markets. At the same time, there is ongoing discussion about the move towards corporate branding and brand equity. Brand equity is a long-established construct, which refers to the tangible and intangible value of brands and emphasises the strategic goals of branding, such as the creation of brand knowledge in consumers' minds from the firm's investment in various marketing and corporate communication programmes. With most of the world's greatest brands now being corporate names and investing in their own corporate websites as an alternative way to reach consumers, brand equity becomes relevant in any website development and evaluation process. This paper develops a series of propositions to demonstrate how corporate brand entities may manage their brand equity at their corporate website interface. Building on existing conceptual and empirical data we present a theoretical framework and research agenda of such a relationship.

Item Type: Journal Article
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Social Sciences > Warwick Business School
Journal or Publication Title: International Journal of Market Research
Publisher: World Advertising Research Center Ltd.
ISSN: 1470-7853
Official Date: 2006
Dates:
DateEvent
2006Published
Volume: Volume 48
Number: Number 5
Number of Pages: 25
Page Range: pp. 575-599
Status: Peer Reviewed
Publication Status: Published
Access rights to Published version: Restricted or Subscription Access

Data sourced from Thomson Reuters' Web of Knowledge

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