E-equity: An Empirical Study on Brand Equity Model of Web Portal

Author

Zhi-gang, Liu ; Xiao-ming, Yang

Author_Institution

Antai Sch. of Manage., Shanghai Jiao Tong Univ.

fYear

2006

fDate

5-7 Oct. 2006

Firstpage

41

Lastpage

45

Abstract

Based on Keller´s study on brand equity, this paper proposes a new model to evaluate Web Portal´s brand equity - e-equity. Web awareness and Web image are conceptualized in the model as two dimensions of e-equity. Factors affecting these two dimensions are well defined and the relationships between these factors are discussed thoroughly. With data collecting in Chinese Web portals, the model is tested using structural equation model. The results obtained in this study would provide insights for the managers of Chinese Web portals to develop more user-oriented marketing strategies and to gain differential competitive advantages in online environment

Keywords

marketing data processing; portals; Web awareness; Web brand equity model; Web image; Web portal; e-equity; structural equation model; user-oriented marketing strategy; Consumer behavior; Continuing education; Environmental management; Equations; Internet; Marketing management; Portals; Psychology; Statistics; Testing; Chinese Web portal; E-equity; Structural equation model;

fLanguage

English

Publisher

ieee

Conference_Titel

Management Science and Engineering, 2006. ICMSE '06. 2006 International Conference on

Conference_Location

Lille

Print_ISBN

7-5603-2355-3

Type

conf

DOI

10.1109/ICMSE.2006.313835

Filename

4104864