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Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness

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Advances in Advertising Research (Vol. IV)

Part of the book series: EAA Series ((EAA))

Abstract

In the online medium, firms consider brand image to be a key asset that must be carefully managed, given that consumers cannot physically inspect products in this virtual ‘establishment’ and that therefore their perception of risk increases (Rowley, 2004). Those brands that enjoy a strong reputation and high brand value generate a reduced perception of risk for the client, along with greater credibility and brand preference – thereby encouraging their purchase (Grewal, Iyer and Levy, 2004; Korgoankar and Karson, 2007).

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Authors and Affiliations

  1. Department of Marketing and Market Research, University of Granada, Campus Cartuja s/n, Granada, 18071, Spain

    Assistant Professor Esmeralda Crespo-Almendros & Associate Professor Salvador Del Barrio-García

Authors
  1. Assistant Professor Esmeralda Crespo-Almendros
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  2. Associate Professor Salvador Del Barrio-García
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Correspondence to Esmeralda Crespo-Almendros .

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Editors and Affiliations

  1. School of Economics, Stockholm, Sweden

    Sara Rosengren

  2. School of Economics, Stockholm, Sweden

    Micael Dahlén

  3. Depto. Financiacione, Universidad Autonoma de Madrid Fac. Ciencias Econ. y Empresariales, Madrid, Spain

    Shintaro Okazaki

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Crespo-Almendros, E., Del Barrio-García, S. (2013). Building Brand Image Through Online Sales Promotion: A Comparative Study Between the Web User’s Experience and Their Promotion-proneness. In: Rosengren, S., Dahlén, M., Okazaki, S. (eds) Advances in Advertising Research (Vol. IV). EAA Series. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02365-2_7

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