Conceptualising and Measuring the Equity of Online Brands

被引：116
作者：
Christodoulides, George [1 ]
de Chernatony, Leslie [1 ]
Furrer, Olivier [2 ]
Shiu, Eric [1 ]
Abimbola, Temi [3 ]
机构：
[1] Univ Birmingham, Birmingham Business Sch, Edgbaston, Univ House, Birmingham B15 2TT, W Midlands, England
[2] Radboud Univ Nijmegen, Nijmegen, Netherlands
[3] Univ Cent England, Sch Business, Birmingham, W Midlands, England
来源：
JOURNAL OF MARKETING MANAGEMENT | 2006年 / 22卷 / 7-8期
关键词：
Brand equity; internet brands; scale development; validity; reliability;
D O I：
10.1362/026725706778612149
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. In view of this, a three-phased research programme was undertaken to identify the facets of online retail/service (ORS) brand equity and then develop and validate a scale for its measurement. ORS brand equity was found to be a second order construct with five correlated yet distinct dimensions: emotional connection, online experience, responsive service nature, trust, and fulfilment. A series of tests showed that the ensuing 12-item scale has strong psychometric properties. The implications of this research for marketing researchers and practitioners are discussed.
引用
收藏
页码：799 / 825
页数：27
相关论文
共 94 条
[1]   CONSUMER EVALUATIONS OF BRAND EXTENSIONS [J].
AAKER, DA ;
KELLER, KL .
JOURNAL OF MARKETING, 1990, 54 (01) :27-41
[2]  
Aaker DavidA., 2009, MANAGING BRAND EQUIT
[3]  
Agarwal M.K., 1996, MARKET LETT, V7, P237, DOI [DOI 10.1007/BF00435740, 10.1007/BF00435740]
[4]   Revenue premium as an outcome measure of brand equity [J].
Ailawadi, KL ;
Lehmann, DR ;
Neslin, SA .
JOURNAL OF MARKETING, 2003, 67 (04) :1-17
[5]  
Ambler T., 2003, MARKETING BOTTOM LIN, V2nd
[6]  
Ambler Tim., 2004, Journal of Marketing Management, V20, P475, DOI [10.1362/026725704323080506, DOI 10.1362/026725704323080506]
[7]  
[Anonymous], 2002, J TARGETING MEASUREM
[8]  
[Anonymous], 1999, J MARKET MANAG, DOI DOI 10.1362/026725799784772594
[9]   ESTIMATING NONRESPONSE BIAS IN MAIL SURVEYS [J].
ARMSTRONG, JS ;
OVERTON, TS .
JOURNAL OF MARKETING RESEARCH, 1977, 14 (03) :396-402
[10]  
Austin Jane, 2001, CAMPAIGN 1026, P30
12345678910