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Web equity: a framework for building consumer value in online companies

Web equity: a framework for building consumer value in online companies 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Web equity: a framework for building consumer value in online companies

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760210426058
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 1, 2002

Keywords: Brand equity; Product strategy; Consumer behaviour; Relationship marketing

References