Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Offline brands in an online world

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:

More articles from Business and Finance:

nachricht Blockchain Set to Transform the Financial Services Market
28.09.2016 | HHL Leipzig Graduate School of Management

nachricht Paper or plastic?
08.07.2016 | University of Toronto

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 light sources made of 2D materials

Physicists from the University of Würzburg have designed a light source that emits photon pairs. Two-photon sources are particularly well suited for tap-proof data encryption. The experiment's key ingredients: a semiconductor crystal and some sticky tape.

So-called monolayers are at the heart of the research activities. These "super materials" (as the prestigious science magazine "Nature" puts it) have been...

Im Focus: Etching Microstructures with Lasers

Ultrafast lasers have introduced new possibilities in engraving ultrafine structures, and scientists are now also investigating how to use them to etch microstructures into thin glass. There are possible applications in analytics (lab on a chip) and especially in electronics and the consumer sector, where great interest has been shown.

This new method was born of a surprising phenomenon: irradiating glass in a particular way with an ultrafast laser has the effect of making the glass up to a...

Im Focus: Light-driven atomic rotations excite magnetic waves

Terahertz excitation of selected crystal vibrations leads to an effective magnetic field that drives coherent spin motion

Controlling functional properties by light is one of the grand goals in modern condensed matter physics and materials science. A new study now demonstrates how...

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

All Focus news of the innovation-report >>>



Event News

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

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Prototype device for measuring graphene-based electromagnetic radiation created

28.10.2016 | Power and Electrical Engineering

Gamma ray camera offers new view on ultra-high energy electrons in plasma

28.10.2016 | Physics and Astronomy

When fat cells change their colour

28.10.2016 | Life Sciences

More VideoLinks >>>