Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Offline brands in an online world

12.06.2008
As e-commerce becomes more common, traditional bricks-and-mortar companies making the move offer online shopping facilities must recognise the perceived consistency between their offline and their online presence if they are to remain competitive. That is the conclusion drawn by researchers at the University of Lausanne, Switzerland writing in the International Journal of Internet Marketing and Advertising.

Brigitte Mueller, an Assistant Professor in Marketing at the HEC Faculty of Business and Economics at Lausanne, first asks whether consistency between a company's brand image and its website image matter. She has examined how the perception of consistency or otherwise affects consumers attitudes to brand and has found that a high degree of consistency between different brand elements and the offline aspects of a company can create higher levels of awareness as well as stronger and more favourable brand associations.

With the rapid expansion of the internet and more specifically the world-wide web that took place in the 1990s, countless conventional companies endeavoured to jump on the bandwagon and created their own websites. Initially, there were two prevailing strategies that emerged, Mueller explains. Some companies transposed their complete brand with its corresponding name, image and values to their new website. Others, however, created an entirely new brand name to exist on the net, perhaps in an effort to either justify their web presence or to capitalise on the novelty and trendiness of the web.

Unfortunately for many of those companies that chose this latter, online rebranding, option. Being consistent with the core values and the visual identity of the brand has turned out to be fundamental in order to maintain coherent communications between company and consumer online and offline.

"For many brands, a website is an important point of contact with consumers," she explains. "It is therefore a good mediator of brand values, reaching a large number of consumers." Mueller's research supports the notion that companies can provide information, offer additional services to customers, and undertake customer relationships management, as well as attract new customers. However, consumers exposed to a website inconsistent with a familiar offline brand can lead to the emergence of negative brand attitudes and ultimately lead, not only to a loss of customers on the website but a loss of brand loyalty offline too.

She points out that some brands did not adapt to a web presence in their traditional form and the transition to online presence worked only when those brands were redesigned because the products and services themselves were inconsistent with the innovative and technological image of the new media.

"A website should not only be designed to interact with customers, but also with the firm's other communications. This means that a website has to reflect the core values of a brand, in order to induce positive brand associations," concludes Mueller. That seems to work best when there is offline to online brand consistency.

Albert Ang | alfa
Further information:
http://www.inderscience.com

More articles from Business and Finance:

nachricht How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung

nachricht Demographic change depresses tax revenues
04.11.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

Im Focus: Molecules change shape when wet

Broadband rotational spectroscopy unravels structural reshaping of isolated molecules in the gas phase to accommodate water

In two recent publications in the Journal of Chemical Physics and in the Journal of Physical Chemistry Letters, researchers around Melanie Schnell from the Max...

Im Focus: Fraunhofer ISE Develops Highly Compact, High Frequency DC/DC Converter for Aviation

The efficiency of power electronic systems is not solely dependent on electrical efficiency but also on weight, for example, in mobile systems. When the weight of relevant components and devices in airplanes, for instance, is reduced, fuel savings can be achieved and correspondingly greenhouse gas emissions decreased. New materials and components based on gallium nitride (GaN) can help to reduce weight and increase the efficiency. With these new materials, power electronic switches can be operated at higher switching frequency, resulting in higher power density and lower material costs.

Researchers at the Fraunhofer Institute for Solar Energy Systems ISE together with partners have investigated how these materials can be used to make power...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

UTSA study describes new minimally invasive device to treat cancer and other illnesses

02.12.2016 | Medical Engineering

Plasma-zapping process could yield trans fat-free soybean oil product

02.12.2016 | Agricultural and Forestry Science

What do Netflix, Google and planetary systems have in common?

02.12.2016 | Physics and Astronomy

VideoLinks
B2B-VideoLinks
More VideoLinks >>>