haku: @author Dou, W. / yhteensä: 6
viite: 2 / 6
| Tekijä: | Dou, W. Krishnamurthy, S. |
| Otsikko: | Using brand websites to build brands online: a product versus service brand comparison |
| Lehti: | Journal of Advertising Research
2007 : VOL. 47:2, p. 193-206 |
| Asiasana: | brands internet products service |
| Vapaa asiasana: | websites |
| Kieli: | eng |
| Tiivistelmä: | Brand websites of products and services differ in the use of content, function and design elements. The paper explores these elements of brand sites along six dimensions: text information, multimedia information, interface design, loyalist support, promotion synergy, and interactivity. Companies may be underutilizing elements related to interactivity, cultivating loyal customers, and supporting cross-channel promotions. |
SCIMA