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A Brand Equity Model for an Internet Portal Website

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Advances in Advertising Research (Vol. III)

Part of the book series: European Advertising Academy ((EAA))

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Abstract

The value of branded websites as critical elements of an e-commerce strategy is without dispute (Reynolds, 2000; Ward and Lee, 2000; Flores, 2004; Ibeh et al., 2005). Yet knowledge about how the various characteristics of websites influence critical customer brand related cognitions, attitudes and behaviors is in its infancy compared to the non-web commerce world (Argyriou et al., 2006). This paper reports the results of an exploratory empirical investigation into how website brand equity is developed in the mind of consumers for a branded internet portal. The study proposes and tests the explanatory power of a customer-based brand equity (CBBE) model formed from indices of brand meaning, brand responses and brand resonance as postulated by Keller (2008). While this perspective has been suggested by a wide variety of previous research findings (Müller and Chandon, 2003; Ha, 2004; Ha and Perks, 2005; Na and Marshall, 2005), this study expands on the previous work by modeling how user experiences with website performance affects brand preferences, brand image perceptions and subsequent brand loyalty and advocacy.

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Author information

Authors and Affiliations

  1. Eastern Michigan University, USA

    G. Russell Merz

Authors
  1. G. Russell Merz
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Editor information

Editors and Affiliations

  1. European University Viadrina Frankfurt (Oder), Frankfurt, Germany

    Martin Eisend

  2. Bergische University Wuppertal, Wuppertal, Germany

    Tobias Langner

  3. Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

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Merz, G. (2012). A Brand Equity Model for an Internet Portal Website. In: Eisend, M., Langner, T., Okazaki, S. (eds) Advances in Advertising Research (Vol. III). European Advertising Academy. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-4291-3_11

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