TY - JOUR
AU - Lepkowska‐White, Elzbieta
AB - In this study, a framework is developed that can be used to build “Web equity”, which is defined as consumer familiarity and perceptions about a Web site. The framework is rooted in traditional brand equity dimensions (brand awareness and brand image) and is supported by four categories of factors identified as important to consumers in building value in online companies: marketer and non‐marketer communications, Web site design, vendor characteristics, and product/service characteristics. How these factors impact consumer awareness and image of a dot.com are discussed and ways in which online companies can effectively use these tools to develop strong Web equity are suggested.
TI - Web equity: a framework for building consumer value in online companies
JF - Journal of Consumer Marketing
DO - 10.1108/07363760210426058
DA - 2002-06-01
UR - https://www.deepdyve.com/lp/emerald-publishing/web-equity-a-framework-for-building-consumer-value-in-online-companies-r4ukgSl7hd
SP - 231
EP - 248
VL - 19
IS - 3
DP - DeepDyve
ER -