The effects of portal website attitude and e-services on branding of e-stores

Chen, Hsiu-Li & Mathews, Shane W. (2013) The effects of portal website attitude and e-services on branding of e-stores. Australasian Marketing Journal, 21(3), pp. 155-160.

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Purpose –Increasingly the company websites, along with the intermediary websites such as portal sites have become an integral component of the firms brand strategy. This study emphasises the importance of website service elements within portal sites and the impact on e-retailer brand attitudes and brand identity in an ever more competitive digital market-space.

Design/methodology/approach– The research employs structural equation modeling technique to capture the relationship among website attitude, e-service quality, brand attitude and brand identity.

Findings–The results from the study indicate consumer attitude perceptions toward portal website and e-service elements combine to increase brand attitude and also brand identity for e-retailers.

Originality/value –Although there has been a plethora of studies evaluating corporate websites and branding interactions there is limited comprehension of the impact of intermediary portal sites. Moreover, the literature is limited in validating the link between e-services with brand attitude and brand identity within a portal website context. This study develops a framework that highlights the important influence of e-services within portal websites and the impact on the firm’s brand.

Impact and interest:

2 citations in Scopus
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ID Code: 60922
Item Type: Journal Article
Refereed: Yes
Keywords: Intermediary portal sites, E-retailer brand attitudes, Perceptions, E-service elements
DOI: 10.1016/j.ausmj.2013.03.001
ISSN: 1441-3582
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2013 Australian and New Zealand Marketing Academy
Deposited On: 25 Jun 2013 00:17
Last Modified: 01 Jul 2013 06:10

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