Study on the Cyber-Brand Image Measuring Model

摘要

Carefully investigating the Cyber-Brand Image and its characteristics, this paper proposes five constitutional factors of Cyber-Brand Image and constructs Cyber-Brand Image Measuring Model. To measure Cyber-Brand Image, the following four aspects are taken into consideration: Corporate Image, Web surfer Image, Website Design Image, and Website Service Image. With this base, a company can build positive brand image, step up brand equity and augment competitive power of its cyber-brand.