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 The RWI/ISL-Container Throughput Index started off well in 2018
22.02.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

nachricht RWI/ISL-Container Throughput Index ending 2017 on a positive note
24.01.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

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: Attoseconds break into atomic interior

A newly developed laser technology has enabled physicists in the Laboratory for Attosecond Physics (jointly run by LMU Munich and the Max Planck Institute of Quantum Optics) to generate attosecond bursts of high-energy photons of unprecedented intensity. This has made it possible to observe the interaction of multiple photons in a single such pulse with electrons in the inner orbital shell of an atom.

In order to observe the ultrafast electron motion in the inner shells of atoms with short light pulses, the pulses must not only be ultrashort, but very...

Im Focus: Good vibrations feel the force

A group of researchers led by Andrea Cavalleri at the Max Planck Institute for Structure and Dynamics of Matter (MPSD) in Hamburg has demonstrated a new method enabling precise measurements of the interatomic forces that hold crystalline solids together. The paper Probing the Interatomic Potential of Solids by Strong-Field Nonlinear Phononics, published online in Nature, explains how a terahertz-frequency laser pulse can drive very large deformations of the crystal.

By measuring the highly unusual atomic trajectories under extreme electromagnetic transients, the MPSD group could reconstruct how rigid the atomic bonds are...

Im Focus: Developing reliable quantum computers

International research team makes important step on the path to solving certification problems

Quantum computers may one day solve algorithmic problems which even the biggest supercomputers today can’t manage. But how do you test a quantum computer to...

Im Focus: In best circles: First integrated circuit from self-assembled polymer

For the first time, a team of researchers at the Max-Planck Institute (MPI) for Polymer Research in Mainz, Germany, has succeeded in making an integrated circuit (IC) from just a monolayer of a semiconducting polymer via a bottom-up, self-assembly approach.

In the self-assembly process, the semiconducting polymer arranges itself into an ordered monolayer in a transistor. The transistors are binary switches used...

Im Focus: Demonstration of a single molecule piezoelectric effect

Breakthrough provides a new concept of the design of molecular motors, sensors and electricity generators at nanoscale

Researchers from the Institute of Organic Chemistry and Biochemistry of the CAS (IOCB Prague), Institute of Physics of the CAS (IP CAS) and Palacký University...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

2nd International Conference on High Temperature Shape Memory Alloys (HTSMAs)

15.02.2018 | Event News

Aachen DC Grid Summit 2018

13.02.2018 | Event News

How Global Climate Policy Can Learn from the Energy Transition

12.02.2018 | Event News

 
Latest News

Basque researchers turn light upside down

23.02.2018 | Physics and Astronomy

Finnish research group discovers a new immune system regulator

23.02.2018 | Health and Medicine

Attoseconds break into atomic interior

23.02.2018 | Physics and Astronomy

VideoLinks
Science & Research
Overview of more VideoLinks >>>