Search results

1 – 10 of over 30000
Article
Publication date: 5 June 2009

Jennifer Rowley

The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being…

26797

Abstract

Purpose

The purpose of this paper is to report on exploratory research that aims to contribute to knowledge on online branding, and the way in which the online channel is being used to support brands. The focus of this research is the top multi‐channel UK fashion retailers.

Design/methodology/approach

Content analyses were performed on the web sites of a number of top fashion and clothing retailers, plus three supermarket chains with a strong presence in clothes retailing. An analysis of the extent to which the retailers were using their web site to provide online services and information provided a context for a more detailed analysis of online branding strategies, including communicating brand identity and presence, and building brand relationships.

Findings

Most top “non‐value” fashion retailers offer transactions through their web site, offering extended opportunities for brand engagement and experience. While all fashion retailers achieve consistency of visual identity between the online and other channels, their use of the online channel to communicate brand values, and to promote brand relationships is underdeveloped. There is evidence of some innovative practice, but also scope for considerable further development of the notion of online branding. Research into online and multi‐channel branding has a role to play in supporting this process.

Originality/value

This study makes an important contribution to the under‐researched area of online branding, through a study of the online branding activities of top multi‐channel UK fashion retailers.

Details

Internet Research, vol. 19 no. 3
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 7 October 2013

Emma Björner

The aim of the present study is to add to the existing research on online city branding by studying how metropolitan cities are internationally positioned using the…

2160

Abstract

Purpose

The aim of the present study is to add to the existing research on online city branding by studying how metropolitan cities are internationally positioned using the internet and online branding. The focus is on objectives and strategies, method and expression (including five illustrations), and challenges in online city branding.

Design/methodology/approach

The article relies on a single-case study approach, using the Chinese city of Chengdu as a case and illustration. Methods used are interviews, observations and documentation (including online material).

Findings

The study illustrates how Chengdu uses online city branding in its international positioning. Chengdu's online branding is influenced by certain imagery, as well as challenges. Collaboration and endorsement crystalize as central elements in Chengdu's online city branding.

Research limitations/implications

This article and study can be seen as an important element in broadening the understanding for online city branding to international audiences.

Practical implications

The study offers insights to practitioners on how online city branding is carried out in a Chinese context and in the city of Chengdu.

Originality/value

The study can be regarded as an important contribution to an area of practice and research which still is fairly new and unexplored, and an area that hitherto has not been well covered in the international literature.

Details

Journal of Place Management and Development, vol. 6 no. 3
Type: Research Article
ISSN: 1753-8335

Keywords

Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Article
Publication date: 21 September 2010

Geoff Simmons, Brychan Thomas and Yann Truong

Given the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i…

14154

Abstract

Purpose

Given the emergent nature of i‐branding as an academic field of study and a lack of applied research output, the aim of this paper is to explain how businesses manage i‐branding to create brand equity.

Design/methodology/approach

Within a case‐study approach, seven cases were developed from an initial sample of 20 food businesses. Additionally, utilising secondary data, the analysis of findings introduces relevant case examples from other industrial sectors.

Findings

Specific internet tools and their application are discussed within opportunities to create brand equity for products classified by experience, credence and search characteristics. An understanding of target customers will be critical in underpinning the selection and deployment of relevant i‐branding tools. Tools facilitating interactivity – machine and personal – are particularly significant.

Research limitations/implications

Future research positioned within classification of goods constructs could provide further contributions that recognise potential moderating effects of product/service characteristics on the development of brand equity online. Future studies could also employ the i‐branding conceptual framework to test its validity and develop it further as a means of explaining how i‐branding can be managed to create brand equity.

Originality/value

While previous research has focused on specific aspects of i‐branding, this paper utilises a conceptual framework to explain how diverse i‐branding tools combine to create brand equity. The literature review integrates fragmented literature around a conceptual framework to produce a more coherent understanding of extant thinking. The location of this study within a classification of goods context proved critical to explaining how i‐branding can be managed.

Details

European Journal of Marketing, vol. 44 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 25 September 2007

Geoffrey J. Simmons

To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist…

15294

Abstract

Purpose

To derive an applicable conceptual framework of branding via the internet form; to show how that framework can, by organising and integrating current knowledge, assist marketing planners in the development of successful internet‐based branding strategies.

Design/methodology/approach

The conceptual framework presented here derives from a thorough analytical and critical review of the literature on branding in the conventional and virtual marketing environments.

Findings

There are three key themes in the mainstream branding literature, supplemented in the proposed framework by a fourth research stream self‐evidently relevant to internet‐based branding. It is clear that the resulting four main elements of the framework are strongly interrelated in the practice of brand management in the online environment.

Practical implications

The “Four Pillars of i‐Branding” should be of intellectual interest and practical value to marketing planners and those advising them, providing a more systematic approach to the understanding and application of branding, online.

Originality/value

The literature of “i‐Branding” is at present at a formative stage, with limited integration among its themes. The framework described here provides the basis for the rational formulation and implementation of branding strategies, applying internet‐based tools to the tasks of marketing communication and customer relationship‐building in particular.

Details

Marketing Intelligence & Planning, vol. 25 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 9 August 2018

Robert Bamm, Marc Helbling and Kaisa Joukanen

The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate…

Abstract

The chapter discusses online branding in the business-to-business domain and the benefits it offers to B2B actors. Online branding is a tool to interact and communicate with existing and potential customers. The authors also present content marketing as a marketing effort available to B2B marketers, as well as the nature of digital relationships in social media. The reader learns the importance of branding the company through digital channels and those benefits that can be reached through such actions. The digital tools presented in the chapter relate to social media, for example, Twitter, Facebook, LinkedIn, YouTube, blogs, search engine optimization, and paid advertising. These tools are discussed in detail, both related to their benefits and pitfalls.

Details

Developing Insights on Branding in the B2B Context
Type: Book
ISBN: 978-1-78756-276-9

Keywords

Article
Publication date: 11 July 2016

Gopal Das

– The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

1852

Abstract

Purpose

The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

Design/methodology/approach

A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data.

Findings

The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation.

Originality/value

This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 22 February 2013

Victoria Magrath and Helen McCormick

Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic…

12907

Abstract

Purpose

Literature concerning branding elements is vast yet sporadic. Whilst many academics focus on one or a number of branding design elements, none have yet designed a holistic framework to demonstrate the variety of alternatives. The purpose of this paper is to identify the branding design elements within online fashion web sites and propose how they may be utilised within the design of mobile applications. An academic or practitioner must outline a taxonomy of branding elements before they can begin to empirically test their effects. It cannot be assumed that the online consumer is the same as the mobile consumer, and therefore research into how to design successful mobile fashion applications is essential.

Design/methodology/approach

Branding design elements are extracted from branding literature and described in the context of online and mobile utilisation. The elements are demonstrated within a holistic framework of m‐branding design elements presented for both commercial and academic appreciation. Research implications and future research avenues are additionally explored.

Findings

The paper identifies 11 m‐branding design elements classified within four key categories relating to their purpose and consistency to the brand identity.

Originality/value

Literature concerning the design of fashion mobile applications is scarce. With expectations of smart phone figures reaching 1.7 billion by 2013, it is the most lucrative time to be researching how the design of the mobile application might affect the behaviours of the mobile consumer. This paper is a first step in providing information as to the m‐branding elements available for utilisation within a fashion brand's mobile strategy.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 4 June 2020

Brian A. Vander Schee, James Peltier and Andrew J. Dahl

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are…

1808

Abstract

Purpose

The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes related to branding also have implications for future consumer engagement. Summarizing the findings of consumer factor research and suggesting future lines of inquiry connected to branding outcomes will enhance the understanding of consumer engagement and branding strategies to maximize marketing return on investment.

Design/methodology/approach

The authors review literature examining key constructs and sub-dimensions on how consumer factors impact brand engagement and brand outcomes.

Findings

Three major research areas specific to consumer factors were identified: consumer status, consumer disposition, personality trait, intrinsic motivation, extrinsic motivation and cultural dimensions. Brand engagement was explored relative to affective, cognitive and behavioral engagement. Lastly, six brand outcomes were explored: brand status, disposition, attitude, affirmation connection and aversion.

Practical implications

This review contributes to the literature through a deeper understanding of consumer factors that lead to consumer engagement and the resultant branding factors of consumer engagement. The authors offer framework that both identifies future research needs, and insights into how firms may create, grow and enhance consumer–brand engagement.

Originality/value

Given the dearth of comprehensive brand engagement frameworks in the literature, the authors offer insights into how consumer factors serve as antecedents to brand engagement and identify a research agenda for advancing the field.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 2
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 1 April 2004

Jennifer Rowley

The role of brands and branding in the new economy that is characterised by digitisation and globalisation are attracting considerable attention. Taking the organisational…

24395

Abstract

The role of brands and branding in the new economy that is characterised by digitisation and globalisation are attracting considerable attention. Taking the organisational perspective the challenges for branding in online environments relate to: the message capacity of Web pages, the need to integrate branding and marketing communications across different channels, the trend towards organisational value propositions, brands as search keys, the opportunity to link and develop brand positions, globalisation, and the increased engagement of the public sector with branding. In the context of the brand experience, key themes are customer control, customisation and customer relationships, the help yourself nature of the medium, the increasing emphasis on experience, and the opportunity offered by m‐commerce to revolutionise the brand experience. An online brand development strategy includes the following stages: setting the context for the brand, deciding on brand objectives and message; developing a brand specification; developing a brand design, creating the Web site and other communications using the brand, launching and promoting the brand, building the brand experience, and finally, reviewing, evolving and protecting the brand.

Details

Online Information Review, vol. 28 no. 2
Type: Research Article
ISSN: 1468-4527

Keywords

1 – 10 of over 30000