Brand equity in an online world | Macquarie University ResearchOnline

Home

Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/136375

17 Visitors

21 Hits

1 Downloads

Title: Brand equity in an online world
Related: Journal of internet business, Issue 2, (2005),
Related: http://jib.debii.curtin.edu.au/iss02_ward.pdf
Publisher: Curtin University of Technology
Date: 2005
Author/Creator: Ward, Steven
Author/Creator: Chitty, William
Author/Creator: Achard, Brendan
Description: Brand Equity is not only important in traditional marketing strategies but has a significant role to play in the online marketplace Results of an experimental study on the airline industry show the continued salience of brand name. Purchasing airline tickets online was found to be associated with greater value for money. The research also showed that consumers associate discounting with purchasing airline tickets online and do not find offline discounting to be as creditable. In fact they were found to be less inclined to purchase cheaper tickets offline than more expensive tickets online. Thus companies need carefully consider discounting when they have both online and offline channels of distribution.
Description: 34 page(s)
Resource Type: journal article
Organisation: Macquarie University. Dept. of Marketing and Management

Macquarie University ResearchOnline