Article2002

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

Christine M. Page · Elzbieta Lepkowska‐White

139 citations0/0 files storedJournal of Consumer Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships 1995Building Strong Brands 1991Managing Brand Equity 2001Strategy and the Internet.1993Factors Affecting Trust in Market Research Relationships

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2006Tangibility as a quality factor in electronic commerce b2c 2013Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation 2018ANTECEDENTS OF CONSUMER-BASED ELECTRONIC RETAIL BRAND EQUITY: AN INTEGRATED MODEL 2010A cross-cultural validation of the structural model of online shopping

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