DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY

Yah Ting Gwee; Kai Lung Hui; Patrick Y.K. Chau

DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY

Yah Ting Gwee, Kai Lung Hui, Patrick Y.K. Chau

Research output: Contribution to conference › Paper › peer-review

4 Citations (Scopus)

Abstract

Previous research suggests that brand equity is affected by marketing mix elements, such as store image or distribution intensity. However, because the Internet has no boundaries, some of these elements may not be applicable in building the brand equity of online companies. In this study, we identify factors pertaining to online contexts that may affect consumers’ perception on quality and brand knowledge, both of which are found to be important determinants of brand equity. By performing confirmatory factor analyses on a set of survey data, we show that having a high quality Website and innovative products and technologies may help reinforce consumers’ perceived quality. However, popular online marketing instruments, such as offering value-added services and features or advertising, may not contribute much to the formation of online firms’ brand equity.

Original language	English
Pages	617-627
Number of pages	11
Publication status	Published - 2002
Externally published	Yes
Event	International Conference on Information Systems, ICIS 2002 - Barcelona, Spain Duration: 15 Dec 2002 → 18 Dec 2002

Conference

Conference	International Conference on Information Systems, ICIS 2002
Country/Territory	Spain
City	Barcelona
Period	15/12/02 → 18/12/02

Keywords

Brand equity
Website quality
advertising intensity
brand knowledge
perceived quality
product or technology leadership
value-added services and features

ASJC Scopus subject areas

Computer Networks and Communications
Computer Science Applications
Information Systems

Cite this

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title = "DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY",

abstract = "Previous research suggests that brand equity is affected by marketing mix elements, such as store image or distribution intensity. However, because the Internet has no boundaries, some of these elements may not be applicable in building the brand equity of online companies. In this study, we identify factors pertaining to online contexts that may affect consumers{\textquoteright} perception on quality and brand knowledge, both of which are found to be important determinants of brand equity. By performing confirmatory factor analyses on a set of survey data, we show that having a high quality Website and innovative products and technologies may help reinforce consumers{\textquoteright} perceived quality. However, popular online marketing instruments, such as offering value-added services and features or advertising, may not contribute much to the formation of online firms{\textquoteright} brand equity.",

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author = "Gwee, {Yah Ting} and Hui, {Kai Lung} and Chau, {Patrick Y.K.}",

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year = "2002",

language = "English",

pages = "617--627",

}

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T1 - DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES

T2 - International Conference on Information Systems, ICIS 2002

AU - Gwee, Yah Ting

AU - Hui, Kai Lung

AU - Chau, Patrick Y.K.

PY - 2002

Y1 - 2002

N2 - Previous research suggests that brand equity is affected by marketing mix elements, such as store image or distribution intensity. However, because the Internet has no boundaries, some of these elements may not be applicable in building the brand equity of online companies. In this study, we identify factors pertaining to online contexts that may affect consumers’ perception on quality and brand knowledge, both of which are found to be important determinants of brand equity. By performing confirmatory factor analyses on a set of survey data, we show that having a high quality Website and innovative products and technologies may help reinforce consumers’ perceived quality. However, popular online marketing instruments, such as offering value-added services and features or advertising, may not contribute much to the formation of online firms’ brand equity.

AB - Previous research suggests that brand equity is affected by marketing mix elements, such as store image or distribution intensity. However, because the Internet has no boundaries, some of these elements may not be applicable in building the brand equity of online companies. In this study, we identify factors pertaining to online contexts that may affect consumers’ perception on quality and brand knowledge, both of which are found to be important determinants of brand equity. By performing confirmatory factor analyses on a set of survey data, we show that having a high quality Website and innovative products and technologies may help reinforce consumers’ perceived quality. However, popular online marketing instruments, such as offering value-added services and features or advertising, may not contribute much to the formation of online firms’ brand equity.

KW - Brand equity

KW - Website quality

KW - advertising intensity

KW - brand knowledge

KW - perceived quality

KW - product or technology leadership

KW - value-added services and features

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M3 - Paper

AN - SCOPUS:70350070385

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Y2 - 15 December 2002 through 18 December 2002

ER -

DETERMINANTS OF BRAND EQUITY IN E-BUSINESSES: AN EXPLORATORY STUDY

Abstract

Conference

Keywords

ASJC Scopus subject areas

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