Contemporary research in e-branding

Subir Bandyopadhyay, Subir Bandyopadhyay9781599048130, 1599048132, 9781599048154, 1599048159

Marketing over the Internet implies a whole new dimension in which to engage the consumer. To remain successful in today s digital world, companies must harness the power of online marketing to reach the unlimited potential of consumers worldwide.
Contemporary Research in E-Branding provides cutting-edge research on the emergent issue of the Internet as a central organizing platform for integrating marketing communications. Combining global perspectives from marketing and Web technology academics and experts into one multidisciplinary reference work, this Premier Reference Source offers researchers, scholars, and practitioners an authoritative view on e-Branding to increase the visibility and success of companies in all business realms.

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Table of contents :
Title……Page 2
Table of Contents……Page 5
Detailed Table of Contents……Page 8
Preface……Page 16
Acknowledgment……Page 20
Key Success Requirements for Online Brand Management……Page 22
The Role of Blogs on a Successful Political Branding Strategy……Page 37
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?……Page 52
The Naming of Corporate eBrands……Page 69
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability……Page 82
Consumers’ Optimal Experience on Commerical Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers’ Surfing Goal……Page 99
Nonlinear Pricing in E-Commerce……Page 116
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface……Page 133
Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India……Page 147
Trademark Infringement in Pay-Per-Click Advertising……Page 169
E-Branding the Consumer for Cultural Presence in Virtual Communities……Page 182
Impact of Internet Self-Efficacy on E-Service Brands……Page 197
Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic……Page 214
Online Consumers’ Switching Behavior: A Buyer-Seller Relationship Perspective……Page 237
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services……Page 249
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success……Page 262
A Critical Review of Online Consumer Behavior……Page 283
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM……Page 301
The Effect of Information Satisfaction and Relational Benefit on Consumer’s On-Line Shopping Site Commitment……Page 313
Compilation of References……Page 334
About the Contributors……Page 372
Index……Page 377