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By Kenneth R. Deans ISSN 0263-4503

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Extra info for Issues in internet marketing (Marketing intelligence & planning ; V.21, No. 2 )

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These newsgroups are many-to-many communication tools, which personify virtual forums where users can exchange ideas. Customers can share their experience with others and also ask questions which may be answered by others. According to Berthon et al. (1996), user groups may build a community atmosphere in the site, which in turn may make the site a satisfying and adaptive marketplace. Such forums would stimulate a feeling of belongingness for users, which, in turn, would solidify their affiliation with company (Breitenbach and Doren, 1998).

Of sites 11 per cent had restricted areas that could only be accessed with a username and password. com. Such clubs allow the creation of an ‘‘elite’’ group, a concept dear to the luxury brands. Finally, the most common two-way communication feature between the consumer and the brand was the ‘‘e-mail us’’, where the users could send an e-mail or HTML message to the company (60 per cent of sites). Sometimes the topic of the message could be selected, facilitating the dispatching of the message when it arrived.

J. (1997), ‘‘Exploring the implications of the Internet for consumer marketing’’, Journal of the Academy of Marketing Science, Vol. 25 No. 4, pp. 329-46. Phau, I. and Prendergast, G. (2000), ‘‘Consuming luxury brands: the relevance of the ‘rarity principle’’’, Journal of Brand Management, Vol. 8 No. 2, pp. 122-38. Roux, E. M. (1996), ‘‘Ge´rer l’inge´rable: la contradication interne de toute maison de Luxe’’, De´cisions Marketing, Vol. 9, pp. 15-23. Web site characteristics and business performance: some evidence from international business-to-business organizations Despina A.

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