Connecting brands with consumers on the internet
Luck, Edwina M. (2004) Connecting brands with consumers on the internet. In Proceedings of the 8th Education and Themes in Commercial Distribution Conference Series, 30 June - 2 July 2004, United Kingdom, London.
There is value of using brands to build relationships with customers and improve brand performance on the web. Products and services are easily replicated; therefore to simplify the buyer decision making process, brands have become important. Building strong brands is important as they can create contrasts between other brands, connections to consumers, and relevance through building customer relationships. Branding in an online environment is important for three reasons: security, recognition and associated costs.
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|Item Type:||Conference Paper|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2004 please consult author|
|Deposited On:||03 Jul 2009 14:18|
|Last Modified:||05 Jan 2011 23:52|
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