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Influencing User Attitudes by Managing Online Brand Communication in E-Shops

机译:通过管理电子商店中的在线品牌传播来影响用户的态度

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摘要

Online brand communication is facing differ-ent challenges than traditional brand communication as the evolution of the Internet funda-mentally changes the principles of communication itself. To account for these changes, we analyze how the communication of online brand identity dimensions effects brand atti-tude formation of first time e-shop visitors. We first identify the specific dimensions that are relevant for transporting the brand identity via the e-shop with a thorough literature review. By integrating the identity-based and behav-ior-based brand approach, we integrate the corporate communication level with the indi-vidual level of customer perception and de-velop a brand communication model to test the influence of the identified dimensions on brand attitude. We find that perceived infor-mation quality as well as entertainment and personalization have a strong effect on visitor brand attitude formation.
机译:在线品牌传播面临着与传统品牌传播不同的挑战,因为互联网的发展从根本上改变了传播本身的原理。为了解决这些变化,我们分析了在线品牌标识维度的交流如何影响首次网店访客的品牌装扮。我们首先通过详尽的文献回顾来确定与通过电子商店传输品牌标识有关的特定维度。通过整合基于身份和基于行为的品牌方法,我们将企业传播水平与个人感知水平进行整合,并开发出品牌传播模型,以测试确定的维度对品牌态度的影响。我们发现,感知的信息质量以及娱乐和个性化对访问者品牌态度的形成有很大影响。

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