Transformative Power of e-Business Over Consumer Brands

Christian Dussart

European Management Journal, 2001, vol. 19, issue 6, 629-637

Abstract: Should we consider e-Business a threat or an opportunity for consumer brands? Responses differ between mass and selective brands, between services and products. Customer involvement and trust are key moderators. But other new, and sometimes scheming, paradigms appear among consumer online and offline behaviors. Multiplication of loyalties and increased mobility drive new buying criteria, possibly diluting the role of brand. Obviously, consequences on branding policy are important. The stake is high. A strategic analysis of new business models and resulting market behaviors is essential. A first set of reflection tracks, ideas and tentative positions are advanced.

Keywords: e-Business; Consumer; brands; Internet; e-CRM; Consumer; behavior (search for similar items in EconPapers)
Date: 2001
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