347
Views
6
CrossRef citations to date
0
Altmetric
Case studies and practical applications

Promoting service brands via the Internet

&
Pages 1544-1563 | Received 19 May 2011, Accepted 25 Oct 2011, Published online: 24 Nov 2011

References

  • Academic Ranking of World Universities (ARWU). (2007). World top 500 universities. Retrieved March 20, 2009, from http://www.arwu.org/ARWU2007.jsp
  • Academic Ranking of World Universities (ARWU). (2011). Retrieved March 24, 2011, from http://www.arwu.org/
  • Ali-Choudhury, R., Bennett, R., & Savani, S. (2009). University marketing directors’ views on the components of a university brand. International Review on Public and Nonprofit Marketing, 6(1), 11–33. doi: 10.1007/s12208-008-0021-6
  • Antil, J.H. (1984). Conceptualization and operationalization of involvement. In T.C. Kinnear (Eds.), Advances in consumer research, (pp. 203–209). Provo, UT: Association for Consumer Research.
  • Aslam, M.M. (2006). Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications, 12(1), 15–30. doi: 10.1080/13527260500247827
  • Bang, H.-K., Raymond, M.A., Taylor, C.R., & Moon, Y.S. (2005). A comparison of service quality dimensions conveyed in advertisements for service providers in the USA and Korea: A content analysis. International Marketing Review, 22(3), 309–326. doi: 10.1108/02651330510602222
  • Bauer, H.H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866–875. doi: 10.1016/j.jbusres.2006.01.021
  • Berry, L.L. (2002). Relationship marketing of services - perspectives from 1983 and 2000. Journal of Relationship Marketing, 1(1), 59–55. doi: 10.1300/J366v01n01_05
  • Berry, L.L., & Clark, T. (1986). Four ways to make services more tangible. Business, 36(4), 53–55.
  • Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57–71. doi: 10.2307/1252042
  • Browne, G.J., Durrett, J.R., & Wetherbe, J.C. (2004). Consumer reactions toward clicks and bricks: Investigating buying behaviour on-line and at stores. Behaviour & Information Technology, 23(4), 237–245. doi: 10.1080/01449290410001685411
  • Buckingham, D., & Willett, R. (2006). Digital generations: Children, young people, and new media, Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
  • Callahan, E. (2006). Cultural similarities and differences in the design of university web sites. Journal of Computer-Mediated Communication, 11, 239–273. doi: 10.1111/j.1083-6101.2006.tb00312.x
  • de Chernatony, L. (2001). Succeeding with brands on the Internet. Brand Management, 8(3), 186–195. doi: 10.1057/palgrave.bm.2540019
  • de Chernatony, L., Keynes, M., & Relay, F.D. (1998). Modelling the components of the brand. European Journal of Marketing, 32(11/12), 1074–1090. doi: 10.1108/03090569810243721
  • Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design: A multi-method approach. Management Information Systems Quarterly, 33(3), 539–566.
  • Darby, M.R., & Karni, E. (1973). Free competition and the optimal amount of fraud. Journal of Law and Economics, 16(1), 67–88. doi: 10.1086/466756
  • Eggert, A. (2006). Intangibility and perceived risk in online environments. Journal of Marketing Management, 22, 553–572. doi: 10.1362/026725706777978668
  • Gao, Y. (2005). Web systems design and online consumer behavior, London: IDEA Group Publishing.
  • Gremler, D.D., & McCollough, M.A. (2002). Student satisfaction guarantees: An empirical examination of attitudes, antecedents, and consequences. Journal of Marketing Education, 24(2), 150–160. doi: 10.1177/027753024002008
  • Hall, R.H., & Hanna, P. (2004). The impact of web page text-background colour combinations on readability, retention, aesthetics and behavioral intention. Behavior & Information Technology, 23(3), 183–195. doi: 10.1080/01449290410001669932
  • Hem, L.E., de Chernatony, L., & Iversen, N.M. (2003). Factors influencing successful brand extensions. Journal of Marketing Management, 19, 781–806.
  • Herzberg, E. (1966). Work and the nature of man, Cleveland, OH: World Publishing.
  • Hill, D.J., Blodgett, J., Baer, R., & Wakefield, K. (2004). An investigation of visualization and documentation strategies in services ads. Journal of Service Research, 7(2), 155–166. doi: 10.1177/1094670504268449
  • Hinduja, S., & Patchin, J.W. (2008). Personal information of adolescents on the Internet: A quantitative content analysis of MySpace. Journal of Adolescence, 31(1), 125–146. doi: 10.1016/j.adolescence.2007.05.004
  • Hofstede, G. (2001). Culture's consequences: International differences in work-related values, Newbury Park, CA: Sage.
  • Hopkins, C.D., Grove, S.J., Raymond, M.A., & Laforge, M.C. (2009). Designing the e-servicescape: Implications for online retailers. Journal of Internet Commerce, 8, 23–43. doi: 10.1080/15332860903182487
  • Hoyer, W.D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S.S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296. doi: 10.1177/1094670510375604
  • Janda, S., Trocchia, P.J., & Gwinner, K.P. (2002). Consumer perceptions of Internet retail service quality. International Journal of Service Industry Management, 13(5), 412–431. doi: 10.1108/09564230210447913
  • Jeong, M., & Choi, J. (2004). Effects of picture presentations on customers’ behavioral intentions on the web. Journal of Travel & Tourism Marketing, 17(2/3), 193–204. doi: 10.1300/J073v17n02_15
  • Knight, E., Gunawardena, C.N., & Aydin, C.H. (2009). Cultural interpretations of the visual meaning of icons and images used in North American web design. Educational Media International, 46(1), 17–35. doi: 10.1080/09523980902781279
  • Koernig, S.K. (2003). E-scapes: The electronic physical environment and service tangibility. Psychology & Marketing, 20(2), 151–167. doi: 10.1002/mar.10065
  • Kotler, P., & Rath, G.A. (1984). Design: A powerful but neglected strategic tool. Journal of Business Strategy, 5(2), 16–21. doi: 10.1108/eb039054
  • Krippendorff, K. (1980). Content analysis, Beverly Hills: Sage.
  • Laroche, M., Bergeron, J., & Goutaland, C. (2001). A three-dimensional scale of intangibility. Journal of Service Research, 4(1), 26–38. doi: 10.1177/109467050141003
  • Laroche, M., McDougall, G. H.G., Bergeron, J., & Yang, Z. (2004). Exploring how intangibility affects perceived risk. Journal of Service Research, 6(4), 373–388. doi: 10.1177/1094670503262955
  • Laroche, M., Yang, Z., McDougall, G. H.G., & Bergeron, J. (2005). Internet versus bricks-and-mortar retailers: An investigation into intangibility and its consequences. Journal of Retailing, 81(4), 251–267. doi: 10.1016/j.jretai.2004.11.002
  • Lindgaard, G., Fernandes, G.J., Dudek, C., & Brownet, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression!. Behaviour and Information Technology, 25(2), 115–126. doi: 10.1080/01449290500330448
  • Loiacono, E.T., Watson, R.T., & Goodhue, D.L. (2002). WebQual: A measure of web site quality. Marketing Educators’ Conference: Marketing Theory and Applications, 13, 432–437.
  • Loiacono, E.T., Watson, R.T., & Goodhue, D.L. (2007). WebQual: An instrument for consumer evaluation of web sites. International Journal of Electronic Commerce, 11(3), 51–87. doi: 10.2753/JEC1086-4415110302
  • Louw, A., & Kimber, M. (2007). The power of packaging, 1–29. London: The Customer Equity Company
  • Madden, T.J., Hewett, K., & Roth, M.S. (2000). Managing images in different cultures: A cross-national study of colour meanings and preferences. Journal of International Marketing, 8(4), 90–107. doi: 10.1509/jimk.8.4.90.19795
  • Mansfield, P.M., & Warwick, J. (2005). Gender differences in students’ and parents’ evaluative criteria when selecting a college. Journal of Marketing for Higher Education, 15, 47–80. doi: 10.1300/J050v15n02_03
  • Maslow, A.H. (1954). The theory of human motivation. In A.H. Maslow (Eds.), Motivation and personality, (pp. 15–31). New York: Harper and Row Publishers.
  • McDonald, M. H.B., de Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands - moving beyond the fast-moving consumer goods model. European Journal of Marketing, 35(3/4), 335–352. doi: 10.1108/03090560110382057
  • Mechitov, A.I., Moshkovich, H.M., Underwood, S.H., & Taylor, R.G. (2001). Comparative analysis of academic web sites. Education, 121(4), 652–662.
  • Mittal, B. (1999). The advertising of services: Meeting the challenge of intangibility. Journal of Service Research, 2(1), 98–110. doi: 10.1177/109467059921008
  • Mittal, B. (2002). Services communications: From mindless tangibilization to meaningful messages. The Journal of Services Marketing, 16(5), 424–431. doi: 10.1108/08876040210436894
  • Mortimer, K. (2008). Identifying the components of effective service advertisements. Journal of Services Marketing, 22(2), 104–113. doi: 10.1108/08876040810862859
  • Mummalaneni, V. (2005). An empirical investigation of web site characteristics, consumer emotional states and on-line shopping behaviors. Journal of Business Research, 58(4), 526–532. doi: 10.1016/S0148-2963(03)00143-7
  • Nicolescu, L. (2009). Applying marketing to higher education: Scope and limits. Management & Marketing, 4(2), 35–44.
  • Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41–50. doi: 10.2307/1251430
  • Parasuraman, A., Zeithaml, V.A., & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233. doi: 10.1177/1094670504271156
  • Perdue, R.R. (2001). Internet site evaluations: The influence of behavioral experience, existing images, and selected website characteristics. Journal of Travel & Tourism Marketing, 11(2), 21–38. doi: 10.1300/J073v11n02_02
  • Poock, M.C. (2006). Characteristics of an effective web site in educational leadership. College Student Journal, 40(4), 785–790.
  • Poock, M.C., & Lefond, D. (2001). How college-bound prospects perceive university web sites: Findings, implications, and turning browsers into applicants. College and University, 77(1), 15–21.
  • Riegelsberger, J., & Sasse, M. A. (2002). Face it - photos don't make a web site trustworthy. In Proceedings of CHI2002 (pp. 742–743). New York, NY: Association for Computing Machinery.
  • Rourke, L., & Anderson, T. (2004). Validity in quantitative content analysis. Educational Technology Research and Development, 52(1), 5–18. doi: 10.1007/BF02504769
  • Rust, R.T., & Kannan, P.K. (2002). E-service: New directions in theory and practice, Armonk, NY: M.E. Sharpe.
  • Sandvig, J.C., & Bajwa, D. (2004). Information seeking on university web sites: An exploratory study. Journal of Computer Information Systems, 45(1), 13–22.
  • Schultz, L. (2009). State of departmental web sites today. In Proceedings of ISECON conference v26, November (pp. 1–6). Washington, DC: Education Special Interest Group (EDSIG) of the Association of Information Technology Professionals.
  • Scott, L.M. (1994). Images in advertising: The need for a theory of visual rhetoric. Journal of Consumer Research, 21 (September), 252–273. doi: 10.1086/209396
  • Sedigh, A.K., & Roudaki, M. (2003). Identification of the dynamics of the Google's ranking algorithm. In 13th IFAC Symposium on system identification.
  • Shostack, G.L. (1977). Breaking free from product marketing. Journal of Marketing, 41(2), 73–80. doi: 10.2307/1250637
  • Singh, S. (2006). Impact of colour on marketing. Management Decision, 44(6), 783–789. doi: 10.1108/00251740610673332
  • Stafford, M.R. (1996). Tangibility in services advertising: An investigation of verbal versus visual cues. Journal of Advertising, 25, 13–28. doi: 10.1080/00913367.1996.10673504
  • Steinbrueck, U., Schaumburg, H., Duda, S., & Krueger, T. (2002). A picture says more than a thousand words - photographs as trust builders in e-commerce websites. In Proceedings of CHI2002 (pp. 748–749), Minneapolis, MN.
  • Strauss, A.L., & Corbin, J. (1990). Basics of qualitative research techniques and procedures for developing grounded theory (2nd ed.). New York: Sage.
  • Thalheimer, W., & Cook, S. (2002). How to calculate effect sizes from published research articles: A simplified methodology. Retrieved from http://psyphz.psych.wisc.edu/~shackman/Effect_Sizes_Spreadsheet.xls
  • Thompson, S. H.T. (2002). Attitudes toward online shopping and the internet. Behavior & Information Technology, 21(4), 259–271. doi: 10.1080/0144929021000018342
  • Verhoef, P.C., Reinartz, W., & Krafft, M. (2010). Introduction to special issue: Customer engagement as new perspective in customer management. Journal of Service Research, 13(3), 247–252. doi: 10.1177/1094670510375461
  • Vilnai-Yavetz, I., & Rafaeli, A. (2006). Aesthetics and professionalism of virtual servicescapes. Journal of Service Research, 8(3), 245–259. doi: 10.1177/1094670505281665
  • Vilnai-Yavetz, I., & Tifferet, S. (2009). Images in academic web pages as marketing tools: Meeting the challenge of service intangibility. Journal of Relationship Marketing, 8, 148–164. doi: 10.1080/15332660902876893
  • Williams van Rooij, S., & Lemp, L.K. (2010). Positioning e-learning graduate certificate programs: Niche marketing in higher education. Services Marketing Quarterly, 31(3), 296–319. doi: 10.1080/15332969.2010.486691
  • Wirtz, J., & Bateson, J. E.G. (1999). Consumer satisfaction with services: Integrating the environment perspective in services marketing into the traditional disconfirmation paradigm. Journal of Business Research, 44, 55–66. doi: 10.1016/S0148-2963(97)00178-1
  • Xi, Y., Zhuang, Y., Huang, W., She, C., & Zhang, Z. (2007). The quality assessment and content analysis of corporate websites in China: An empirical study. International Journal of Information Technology & Decision Making, 6(2), 389–405. doi: 10.1142/S0219622007002472
  • Zaichkowsky, J.L. (2010). Strategies for distinctive brands. Brand Management, 17(8), 548–560. doi: 10.1057/bm.2010.12
  • Zinkhan, G.M. (2002). Promoting services via the internet: New opportunities and challenges. The Journal of Services Marketing, 16(5), 412–422. doi: 10.1108/08876040210436885
  • Zirulnick, A. (2010). New world university ranking puts Harvard back on top. The Christian Science Monitor. Retrieved March 24, 2011, from http://www.csmonitor.com/World/2010/0916/New-world-university-ranking-puts-Harvard-back-on-top

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.