By Subir Bandyopadhyay
Advertising and marketing over the web implies an entire new size during which to have interaction the shopper. to stay winning in this present day s electronic international, businesses needs to harness the facility of affiliate marketing online to arrive the limitless capability of shoppers world wide.
Contemporary learn in E-Branding offers state-of-the-art study at the emergent factor of the web as a relevant organizing platform for integrating advertising and marketing communications. Combining international views from advertising and internet know-how teachers and specialists into one multidisciplinary reference paintings, this most advantageous Reference resource deals researchers, students, and practitioners an authoritative view on e-Branding to extend the visibility and luck of businesses in all enterprise nation-states.
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Extra resources for Contemporary research in e-branding
In fact, Almquist and Roberts (2000) point out that consumer advocacy is one of the major factors influencing positive brand equity. Secondly, virtual communities may help to identify the needs and desires of particular individuals or groups of people (Kozinets, 2002). Therefore, it would be possible to use virtual communities to test new products or to achieve a more effective market segmentation. ) around which the community is developed (Koh & Kim, 2004). ) may foster the citizens’ participation in political issues by expressing their opinion in the Internet in a democratic manner.
According to Katz (1997) and UCLA (2004), as the use of information technologies grows, the individuals show a more democratic profile, know the political system better and increase their voting intention. Likewise, they have a wider knowledge of their country’s political life, 21 The Role of Blogs on a Successful Political Branding Strategy current events, and participants. Furthermore, they read more than those consumers who make a scarce use of information technologies. Their trust in the institutions and the possibility of changing those aspects which largely affect the community’s well-being is higher.
In general, the company must offer alternatives to customers in providing sensitive financial information. Some customers may prefer to give their credit card number, while others prefer to mail a check. Let the customer pay in the manner he/she feels the most comfortable with, be it by credit card, debit card, bank transfer, money order, or personal check. Utilize cross-selling and cross-promotion to gain competitive advantage. The notion of cross-selling entails attracting customers to the 11 Key Success Requirements for Online Brand Management site and then marketing products that are related in some way to the primary product.