Title :
An empirical study on the formation mechanism of internet brand equity
Author :
Luo, Ziwei ; Wei, Haiying
Author_Institution :
Manage. Sch., Jinan Univ., Guangzhou, China
Abstract :
Based on the service branding model, this paper attempts to study the formation mechanism of internet brand equity in a unconventional method, now that branding on the Web needs to address the unique characteristics of computer-mediated environments. The empirical analysis of this thesis consists of two stages - EFA and SEM. After the empirical analysis of 312 valid samples, it can be concluded that: 1. Five drivers of brand equity online are Brand Recognition/Brand Communication, Website Design, Interactivity, Online Experience and Word of Mouth. 2. Online Experience and Website Design have significant effects on Perceived Quality/Perceived Value, and Perceived Quality/Perceived Value has significant influence on Brand Relationship.
Keywords :
Internet; Web design; consumer behaviour; marketing data processing; EFA; Internet brand equity; SEM; Web site design; World Wide Web; brand communication; brand recognition; computer-mediated environment; formation mechanism; interactivity; perceived quality; perceived value; service branding model; word of mouth; Advertising; Buildings; Educational institutions; Europe; Internet; Marketing management; brand equity online; dimensions of brand equity; driver of brand equity;
Conference_Titel :
Artificial Intelligence, Management Science and Electronic Commerce (AIMSEC), 2011 2nd International Conference on
Conference_Location :
Deng Leng
Print_ISBN :
978-1-4577-0535-9
DOI :
10.1109/AIMSEC.2011.6010432
