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Sustaining the brand idea in electronic environments

Author

Listed:
  • Tobias Kollmann
  • Christina Suckow

Abstract

In addition to the functional value of a brand, the academic branding literature also emphasises the symbolic function of a brand. The importance of emotional values is often stressed by the necessity to create strong customer-brand relationships for building brand equity. Since the brand is a universal concept regardless of its setting, the need for achieving emotional attachment also holds for e-brands. In the upcoming e-branding literature, however, this aspect of emotional bonding is often neglected. The paper analyses how the electronic environment has an influence on the affectivity of brands to show what challenges companies have to overcome in order to successfully build emotional e-brands.

Suggested Citation

  • Tobias Kollmann & Christina Suckow, 2008. "Sustaining the brand idea in electronic environments," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 2(2), pages 153-167.
    • Handle: RePEc:ids:ijbenv:v:2:y:2008:i:2:p:153-167
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    Citations

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    Cited by:

    1. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    2. Untung Rahardja & Tanaporn Hongsuchon & Taqwa Hariguna & Athapol Ruangkanjanases, 2021. "Understanding Impact Sustainable Intention of S-Commerce Activities: The Role of Customer Experiences, Perceived Value, and Mediation of Relationship Quality," Sustainability, MDPI, vol. 13(20), pages 1-20, October.
    3. Sirdeshmukh, Deepak & Ahmad, Norita B. & Khan, M. Sajid & Ashill, Nicholas J., 2018. "Drivers of user loyalty intention and commitment to a search engine: An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 71-81.
    4. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.

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