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| Author: | Christodoulides, G. (et al.) |
| Title: | Conceptualising and measuring the equity of online brands |
| Journal: | Journal of Marketing Management
2006 : SEP, VOL. 22:7-8, p. 799-825 |
| Index terms: | brands internet reliability |
| Language: | eng |
| Abstract: | According to the authors, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. A three-phased research programme was undertaken to identify the facets of online retail/service (ORS) brand equity and then develop and validate a scale for its measurement. ORS brand equity was shown to be a second order construct with five correlated yet distinct dimensions: emotional connection, online experience, responsive service nature, trust, and fulfilment. |
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