Contemporary Research in E-Branding

Contemporary Research in E-Branding

Subir Bandyopadhyay (Indiana University Northwest, USA)
Indexed In: SCOPUS View 1 More Indices
Release Date: November, 2008|Copyright: © 2009 |Pages: 378
DOI: 10.4018/978-1-59904-813-0
ISBN13: 9781599048130|ISBN10: 1599048132|EISBN13: 9781599048154
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Blogs
  • Brand Personality
  • Commercial Web sites
  • Digital Age
  • E-Commerce
  • E-service brands
  • eBrand equity
  • eBranding
  • Internet self-efficacy
  • Nonlinear pricing
  • Online Advertising
  • Online affiliates
  • Online customers
  • Online Marketing
  • Online marketplace
  • Paradigm shifts in branding
  • Pay-per-click advertising
  • Trademark infringement
  • Web atmospheric designs
  • Web search engines
  • Web Technology
Reviews & Statements

This book contains a set of excellent chapters that offer a smorgasbord of research findings on e-branding. These chapters encompass research undertaken in many countries thereby providing a wide coverage of how e-branding is practiced across the world.

– Subir Bandyopadhyay, Indiana University Northwest, USA

Topics include the brand personality of Web search engines, non-linear pricing, and the Czech Republic as an example of brand Web site positioning in the new member states of the European Union.

– Book News Inc. (February 2009)
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Editor/Author Biographies
Subir Bandyopadhyay is a professor of marketing at the School of Business and Economics at Indiana University Northwest. He has also taught previously at McGill University, the University of Cincinnati, and the University of Iowa. He obtained his PhD in marketing from the University of Cincinnati in 1994. He also holds a MBA and a BS in Mechanical Engineering. He has research interests in e-marketing, retailing, brand management, and global marketing. One of his papers titled “Beyond Country-of-Origin Effects: Introducing the Concept of Place-Origin” won the Best Paper award at the 5th International Society of Marketing and Development conference in June 1995 in Beijing. He has published extensively in many reputed marketing journals including Marketing Science, Marketing Management, Journal of Retailing and Consumer Services, Journal of Product and Brand Management, Quarterly Journal of Electronic Commerce, Journal of Segmentation in Marketing, Journal of International Consumer Marketing, and International Journal of Advertising. His research has been funded by the Research and University Grants of Indiana University, The Center for Sustaining Regional Vitality, and the Center for Cultural Discovery and Learning, both at IUN, and by many government agencies and NGOs such as SSHRC, CIDA, the Lilly Endowment, the McArthur Foundation, and by private corporations such as Procter & Gamble, Kraft, and the Kroger Co.

Dr. Bandyopadhyay has taught many courses including Marketing Strategy, Consumer Behavior, Marketing Management, Advertising, E-Marketing, and International Marketing at the B.B.A, MBA and PhD levels. Dr. Bandyopadhyay won the Trustee’s Teaching Award, Teaching Advancement Grant and the CIBER grant at Indiana University, and Royal Bank Teaching Innovation Grant as well as the Distinguished Teaching Award at McGill University in recognition of his teaching excellence. Recently, he has been inducted in the Faculty Colloquium of Teaching Excellence at Indiana University. Besides North America, Dr. Bandyopadhyay has taught in many countries such as China, Croatia, Singapore, India and Malaysia. In recognition of his contribution to teaching management in China, he was awarded Honorary Professorship in 1995 by the Xi'an Statistical Institute in Xi’an, and in 1998 by Renmin University in Beijing.

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