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|ISBN13 Softcover: 9781616926328


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.

Topics Covered

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 and Testimonials

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)

Table of Contents and List of Contributors

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It is indeed a pleasure for me to announce the publication of the book titled, Contemporary Research in e-Branding. In recent years, many online brands or e-brands have emerged. Also, most traditional brands or brick and mortar brands have introduced corresponding e-brands. These e-brands, however, have met with varying levels of success. In order to ensure continued success of their e-brands, brand managers must appreciate the strengths and weaknesses of the online environment. It is also important for them to explore relevant theories and study cases of companies that are successful in developing e-brands. 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. In order to offer readers with a wide variety of scholarly work on e-branding in one book, we have included five articles published earlier in other IGI publications. At the end, we include five more papers in the “Selected Readings” section. These papers are not necessarily on e-branding but offers the readers a set of valuable reference on related topics such as online consumer behavior, online customer behavior, online shopping experience, and eCRM.

The first chapter by Subir Bandyopadhyay and Rosemary Serjak titled, “Key Success Requirement of Online Brand Management” outlines the difference between traditional branding and e-branding. For example, the control of communication for e-brands rest with both the brand manager and the consumer, whereas for online branding, the control of communication rests largely with the brand manager. Authors go on to outline the critical success factors for an e-brand. According to them, the most critical steps to developing an e-brand is (1) creating name recognition, (2) providing a unique product and/or exceptional customer service, and (3) advertising through a variety of media.

The second chapter discusses an interesting application of virtual communities, particularly blogs, in political branding. In this chapter titled, “The Role of Blogs on a Successful Political Branding Strategy”, Luis Casalo, Carlos Flavian and Miguel Guinaliu describe the use that some political leaders have made of blogs. They outline the electoral campaigns of Howard Dean and Wesley Clark in the Democratic Primaries in 2003-2004. It is interesting to note here that almost all candidates in the 2007-2008 campaign have extensively used the blogs to communicate with citizens, provide a forum to supporters to network with one another, and even raise funds for their electoral campaigns.

The next chapter deals with brand personality – a critical property of a brand. In their chapter titled, “Brand Personality of Web Search Engines: Who is the Conquerors of the Digital Age?”, Aslihan Nasir and Suphan Nasir compare the brand personality profiles of three major search engines (MSN, Yahoo, and Google) on five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These comparisons reveal an interesting differentiation between the three major search engines.

The importance of corporate e-branding is highlighted in the next chapter titled, “The Naming of Corporate e-Brands”. Tobias Kollmann and Christina Suckow emphasize that an online company should specify the objectives for the brand name first before prioritizing the brand name criteria. Based on a survey of more than one hundred e-entrepreneurs in Germany, they rank-order a set of brand name criteria in terms of their importance to brand management.

For any offline brand to venture into e-brand extension, it is important to understand how to leverage brand equity of core offline products to introduce e-brands. The next chapter titled, “Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability”, the author Patrali Chatterjee addresses the issue. She empirically demonstrates that investment on e-branding relationships with existing users generates higher returns for e-brand extensions that have close fit with the core offline products.

The next chapter titled, “Consumers’ Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers’ Surfing Goals” investigates if consumer attitude toward an e-brand is influenced by consumers’ online experience. According to the authors Fang Wan, Ning Nan and Malcolm Smith, consumers’ optimal online experience depends on the congruence or synergy between web design features (such as static vs. dynamic navigation design) and web users’ surfing goals (such as information seeking vs. fun seeking). They empirically show that the paring of a dynamic navigation design with a fun-seeking goal produces a more optimal online experience than the incongruent pairings of dynamic designs with an information-seeking goal, or a static navigation system with a fun-seeking goal.

The success and longevity of e-brands depend largely on their ability to generate sustained revenue. Successful e-brands such as eBay and Amazon achieve this objective through innovative product and pricing strategies. In the next chapter titled, “Non-linear pricing in E-commerce”, Jose Canals-Cerda outlines one such innovative pricing strategy called “Featured Plus” (in short, FP) pricing developed by eBay. Here, the company (e.g., eBay) offers the sellers the option of having their items listed first, if they pay an extra fee, when buyers search for specific items. Results indicate that the FP policy has an important positive effect on revenues for eBay and for the sellers in the market for arts sold by self representing artists

The following chapter titled, “Trademark Infringement in Pay-Per-Click Advertising” deals with a critical issue faced any brand – how to protect its brand name or the trade mark. This is even more challenging in the online environment because of the practice of paid placement offered by many paid search networks. Here, a company can bid for third party trade names as keywords with the hope of reaching highly targeted prospects. Trade name holders claim that such practices divert business from their sites, thereby damaging their brand developed in the off-line world. The author, Peter O’Connor, cites several landmark cases both in the US and Europe, and highlight the contrasting positions taken by the US and European courts in this matter.

In the next chapter titled, “e-Branding the Consumer for Cultural Presence in Virtual Communities”, the author Robert Pennington explores the relationship between a company, a brand, a consumer, and the consumer’s social environment (e.g., a virtual community). In the acquisition process, brands often mean the relationship between the consumer and the branded product. They can also signify the relationship between the consumer and the producer who “brands” the product. But in the consumption process, the relationship is somewhat different. Once a consumer acquires the brand, the producer is no longer part of the relationship between the brand and the consumer. Rather, a third element -- the social environment (e.g., a virtual community) -- replaces the producer in this triadic relationship.

The next chapter titled, “Impact of Internet Self-Efficacy on e-Service Brands”, Terry Daugherty, Harsha Gangadharbatla, and Mattthew Eastin explore the influence, if any, of consumer self confidence in using the Internet (they call it “Internet self-efficacy) on their attitude towards e-service brands and their intention to use e-service brands. They demonstrate empirically that individuals who are experts at using the Internet are more likely to have favorable attitudes toward e-services, and hence more likely to adopt such services with ease.

The next chapter comes to us from India. In his paper titled, “Job Search at Case Study of a Successful Dotcom Venture in India”, Sanjeev Swami outlines how an Indian company has successfully developed an online portal for job seekers in direct competition with the powerful in India.

Brand positioning is a critical strategy to any branding strategy. In the next chapter titled, “The E-Mode of Brand Positioning: The Need for an Online Positioning Interface”, the author S. Ramesh Kumar deals with the brand positioning of e-brands. Based on in-depth study of several examples of successful international as well as Indian e-brands, he outlines a set of implementable positioning strategies for e-brands.

Because of the global reach of e-brands, companies have to decide between globalized and localized strategies. Shintaro Okazaki and Radoslav Skapa shed light into this strategic decision in their paper titled, “Understanding brand Web Site Positioning in the New EU Member States: The Case of the Czech Republic”. They examine the web site communication strategies of American MNCs in the Czech Republic and compared with those in the US, the UK, France and Germany. They found that American MNCS tend to standardize their Czech sites. They believe that the same strategy is applied to other new EU member states. They attribute this strategy to the relatively recent market entry into, and relatively small size of these markets.

In the last chapter titled, “Online Consumers’ Switching Behavior: A Buyer-Seller Relationship Perspective”, authors Dahui Li, Glen Browne, and James Wetherbe investigate online consumers’ switching behavior among different web sites. According to them, this switching behavior depends on commitment, satisfaction, trust, comparison level of the alternatives, and the extent of non-retrievable investment.

Author(s)/Editor(s) Biography

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.