E-Branding the Consumer for Cultural Presence in Virtual Communities

E-Branding the Consumer for Cultural Presence in Virtual Communities

Robert Pennington (Fo Guang University, Taiwan)
Copyright: © 2009 |Pages: 15
DOI: 10.4018/978-1-59904-813-0.ch011
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Abstract

Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important mode of consumer communication, identifying and distinguishing consumers as social objects within consumer market culture. Virtual communities have evolved from telephonic verbal communication to highly interactive electronic media that provide rich audio-visual sensory detail that gives consumers a sense of being in an environment. As a fundamentally cultural phenomenon, marketing communication reflects shared patterns of consumer thoughts, feelings, emotions and behaviors. Virtual communities are particularly suited for communication in consumer culture because they afford consumers authentic cultural presence. Culture depends on communication. Communication depends on symbols. Symbols constitute electronic environments. E-branding affords consumers the necessary tools to communicate their roles and relationships in virtual consumer culture environments for transfer to actual consumer culture environments. Consumption in actual environments results in brand viability and marketing success.
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Introduction

This chapter discusses brands as critical design elements in virtual communities. All human behavior communicates, including brand consumption, which is so important to consumer culture that any electronic environment without brands will seem unrelated to any actual environment. The increasing use of electronic technology in marketing communication requires that marketers understand the culture of consumption and function of brands as consumer communication. This understanding will enable marketers to create effective electronic environment designs for product and brand trial and to integrate electronic environments with other marketing communication.

This chapter is about the evolution of brands and virtual communities, projecting that evolution into future trends. The chapter begins by discussing the evolution of brands from signs of property rights to signs of consumer properties. The next section discusses the evolution of virtual communities. The following sections discuss culture generally, the system of meanings in consumer culture, culture in virtual communities, communicating culture through products and brands, and branding consumption. The final section discusses future trends, a continuing evolution, in which marketers design virtual communities that include brands to give consumers a sense of being in those communities.

Complete Chapter List

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Dedication
Subir Bandyopadhyay
Table of Contents
Preface
Subir Bandyopadhyay
Acknowledgment
Subir Bandyopadhyay
Chapter 1
Subir Bandyopadhyay, Rosemary Serjak
In recent years, many online brands (or e-brands) have emerged. For a brick-and-mortar brand to excel in the online environment, the brand manager... Sample PDF
Key Success Requirements for Online Brand Management
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Chapter 2
Luis Casaló
The Internet is taking on an increasingly major role in political marketing and branding strategies. This is because of the use that the public... Sample PDF
The Role of Blogs on a Successful Political Branding Strategy
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Chapter 3
Aslihan Nasir, Süphan Nasir
Today, as business becomes ever more challenging, brands become the main assets of many companies. Fierce competition forces companies to... Sample PDF
Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
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Chapter 4
Tobias Kollmann
This chapter examines whether classical brand naming concepts are sustainable for entrepreneurial firms in the Net Economy. A prior study of Kohli... Sample PDF
The Naming of Corporate eBrands
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Chapter 5
Patrali Chatterjee
Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage... Sample PDF
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability
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Chapter 6
Fang Wan, Ning Nan, Malcolm Smith
Though marketers are aware that online marketing strategies are crucial to attract visitors to Web sites and make the Web site sticky (Hoffman et... Sample PDF
Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal
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Chapter 7
José J. Canals-Cerdá
Internet markets are usually under the command of a market intermediary that charges fees for its services. Differences in quality across items... Sample PDF
Nonlinear Pricing in E-Commerce
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Chapter 8
S. Ramesh Kumar
Brand positioning is a crucial strategy to any brand’s strategy. Given the rapid development of technology and it impact on online strategies... Sample PDF
The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
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Chapter 9
Sanjeev Swami
Until 1997, job seekers in India would wait the whole week for the weekly supplements of various newspapers, or sundry employment journals and... Sample PDF
Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India
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Chapter 10
Peter O’Connor
Since its launch in 1994, the Web has continued to grow at a phenomenal rate, from an estimated one billion Web documents in 2001 to over eleven... Sample PDF
Trademark Infringement in Pay-Per-Click Advertising
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Chapter 11
Robert Pennington
Brands have evolved from signs of property rights to signs of product attributes to signs of consumer attributes. Brands have become an important... Sample PDF
E-Branding the Consumer for Cultural Presence in Virtual Communities
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Chapter 12
Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin
As the Internet expands to include individual applications such as banking, shopping, information gathering, and so on, brand managers and marketers... Sample PDF
Impact of Internet Self-Efficacy on E-Service Brands
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Chapter 13
Shintaro Okazaki, Radoslav Škapa
This study examines Websites created by American multinational corporations (MNCs) in the Czech Republic. Utilizing a content analysis technique, we... Sample PDF
Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic
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Chapter 14
Dahui Li, Glenn J. Browne, James C. Wetherbe
Limited studies have investigated online consumer loyalty and retention from a relationship orientation in electronic commerce research. It is... Sample PDF
Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective
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Chapter 15
Piyush Sharma, Rajiv Mathur, Abhinav Dhawan
Offshore outsourcing is a fast-growing aspect of the world economy today and it has drawn attention from policy makers as well as public at large in... Sample PDF
Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
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Chapter 16
Edward J. Garrity
This paper develops a new model of web information systems success that takes into account both intrinsic and extrinsic motivating factors. The... Sample PDF
An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success
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Chapter 17
Christy M.K. Cheung
The topic of online consumer behavior has been examined under various contexts over the years. Although researchers from a variety of business... Sample PDF
A Critical Review of Online Consumer Behavior
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Chapter 18
Patricia T. Warrington, Elizabeth Gangstad, Richard Feinberg, Ko de Ruyter
Multi-channel retailers that utilize an eCRM approach stand to benefit in multiple arenas - by providing targeted customer service as well as... Sample PDF
Multi-Channel Retailing and Customer Satisfaction: Implications for eCRM
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Chapter 19
Chung-Hoon Park, Young-Gul Kim
Among the potential determinants of consumers’ commitment to on-line shopping site are information features of the web site because on-line shopping... Sample PDF
The Effect of Information Satisfaction and Relational Benefit on Consumer's On-Line Shopping Site Commitment
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