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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.

Abstract

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.

Impact and interest:

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Full-text downloads:

100 since deposited on 03 Jul 2009
2 in the past twelve months

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ID Code: 26109
Item Type: Conference Paper
Keywords: Branding, Internet
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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