Brand positioning in the B2B online environment: A case from the UK print industry

被引：14
作者：
Virtsonis N.
Harridge-March S.
机构：
[1] Oxford Brookes University Business School,
来源：
Journal of Brand Management | 2009年 / 16卷 / 8期
关键词：
brand positioning; online branding; business-to-business (B2B); print industry; content analysis;
D O I：
10.1057/bm.2008.9
中图分类号：
学科分类号：
摘要：
This paper examines the way in which brand positioning elements are manifested in the business-to-business (B2B) online environment. The case of the UK print industry is presented, investigating the use of brand positioning elements through the examination of corporate web pages of 30 UK print suppliers. A framework is developed to show how brand positioning is operationalised in the online environment. The paper concludes by giving recommendations about how the framework can be used by practitioners in order to reconcile their online and offline branding activities. The framework may also be useful for academics to undertake empirical research.Journal of Brand Management (2009) 16, 556-570. doi:10.1057/bm.2008.9; published online 16 May 2008.
引用
收藏
页码：556 / 570
页数：14
相关论文
共 40 条
[1]  
Frieden JB(1989)Prepurchase information-seeking for professional services Journal of Services Marketing 3 45-55
[2]  
Goldsmith RE(1998)Communicating service quality: Are business to business ads different? Journal of Services Marketing 12 165-176
[3]  
Green CL(2003)Web site design benchmarking within industry groups Internet Research: Electronic Networking Applications and Policy 13 17-26
[4]  
Kim S(2004)Dimensionalising on- and offline brands’ composite equity Journal of Product & Brand Management 13 168-179
[5]  
Shaw T(1998)Modelling the components of the brand European Journal of Marketing 32 1074-1090
[6]  
Schneider H(2005)Finding the best marketing mix Journal of Business Strategy 26 10-11
[7]  
Christodoulides G(1996)Using promotional messages to manage the effects of brand and self-image on brand evaluations Journal of consumer marketing 13 4-18
[8]  
De Chernatony L(2000)Value-oriented brand positioning International Revenue of Retail, Distribution and Consumer Research 10 95-112
[9]  
De Chernatony L(2000)Using the Internet for B2B activities: A review ad future directions for research Internet Research: Electronic Networking Applications and Policy 10 126-140
[10]  
Dall’Olmo Riley F(2004)Online branding Online Information Review 28 131-138
1234