Consumer Response Analysis to the Electronic Brands

Abstract

This paper studies die consumer response to die electronic brands-i.e., brands commercialized on die Internet. The results of the study suggested that, although the specific ebranding practices might allow building awareness in a short period of time, the profitability of on-line brands is likely to rely on die same factors as the traditional brand: time and financial efforts. Finally, the study also suggested that in the future, with the broadband and die consequent media convergence, marketers could not regard to an on-line brand as the opposite of a physical brand. Radier, brands have to be managed in a comprehensive way, taking into account all alternatives based not only on die kind of product/service but also on the desired positioning.

Key Words:

• Ecommerce
• branding
• on-line brands
• relationship marketing
• consumer behavior