The effects of portal website attitude and e-services on branding of e-stores

Hsiu-Li Chen and Shane Mathews

Australasian marketing journal, 2013, vol. 21, issue 3, 155-160

Abstract: Increasingly the company websites, along with the intermediary websites such as portal sites have become an integral component of the firms brand strategy. This study emphasises the importance of website service elements within portal sites and the impact on e-retailer brand attitudes and brand identity in an ever more competitive digital market-space.

Keywords: Intermediary portal sites; E-retailer brand attitudes; Perceptions; E-service elements (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:21:y:2013:i:3:p:155-160

DOI: 10.1016/j.ausmj.2013.03.001

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