Websites and Internet Marketing: Developing a Model for Measuring a Website’s Contribution to the Brand

Websites and Internet Marketing: Developing a Model for Measuring a Website’s Contribution to the Brand

Neha Jain (Jaypee Business School, Noida, Uttar Pradesh, India), Vandana Ahuja (Jaypee Business School, Noida, Uttar Pradesh, India) and Yajulu Medury (Jaypee Education System, Waknaghat, Himachal Pradesh, India)
Copyright: © 2013 |Pages: 17
DOI: 10.4018/ijom.2013010102
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Abstract

Websites play a pivotal role in contributing to the brand identity of an organization and an even greater role in stimulating the brand-consumer relationship. This manuscript proposes a framework for measuring the Brand Contribution Index (BCI) for a website. The authors commence the study by identifying eight significant website dimensions viz. Relative Importance(RIi), Popularity(Pi), Search Engine Optimization(SEOi), Domain Age(DAi), Site Compatibility with Social Networks(SCSNi), Keyword Research(KRi), Site Quality (SQi) and Site Accessibility (SAi). The Brand Contribution Index is a weighted measure of these eight dimensions. The authors further proceed to segment the websites according to their BCI and create segment profiles by using Hierarchical Cluster Analysis. This will help the organizations in studying the performance of their websites in the context of the BCI and create strategies to subsequently improve this performance across the website dimensions where the website is demonstrating a poor score.
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Literature Review

Online Brand Presence

In recent years, the offline and online spheres of strategic brand management are becoming more and more inter-connected. This is not only because offline companies sell their products over the internet as an alternative distribution channel (Levin et al., 2003), or that firms more frequently run integrated brand communication campaigns both offline and online (Bartel-Sheehan & Doherty, 2001; Srisuwan & Barnes, 2008). The connection goes beyond these links, as companies that commercialize their products offline, now seems to cross over the offline borders and offer new products and services online. Apple is an example with the iPhone and the iTunes shop on the internet. Another example is Nokia with its Ovi web portal. The reverse is also possible, and online companies may benefit from launching products that are available in the offline market. For instance, Google has made its Google Docs useable without an internet connection (Martin, 2008). Recently, this company has just launched a new mobile phone that uses its own operating system. This new launch created expectations among consumers who waited patiently for the new product (Ricker, 2008).

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