دانلود مقاله ISI انگلیسی شماره 44928
عنوان فارسی مقاله

طراحی تجربه برند شرکت در یک زمینه آنلاین: یک بینش کیفی

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44928 2014 12 صفحه PDF سفارش دهید محاسبه نشده
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Designing corporate brand experience in an online context: A qualitative insight ☆
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Business Research, Volume 67, Issue 11, November 2014, Pages 2299–2310

کلمات کلیدی
تجربه برند - تجربه برند شرکت های بزرگ - برند شرکت آنلاین - تجربه برند خدمات - فایده - بانکداری آنلاین
پیش نمایش مقاله
پیش نمایش مقاله طراحی تجربه برند شرکت در یک زمینه آنلاین: یک بینش کیفی

چکیده انگلیسی

This study explores the dimensions and components of corporate brand experience in an Internet setting. Corporate brand experience (CBE), which is a source of a company's added value, could be an effective way to position a corporate brand in relation to the overall corporate marketing strategy. However, the concept of CBE has attracted very little attention from previous research, thereby our understanding of what the concept is and how to operationalize it is limited. Previous brand experience research is mainly focused on the conceptual understanding of brand experience itself, and/or the product brand level (rather than at corporation level). Understanding CBE is important because corporate brand equity (e.g. corporate image, brand loyalty) is dependent not only on how one is satisfied with the product (mostly addressed by functional/performance values of product), but also through the values of the corporation (corporate brand values). This study thus contributes theoretically to the corporate and online branding literature by proposing underlying new dimensions and components of CBE in an online environment. A series of focus group discussions (FGDs) with 32 online banking respondents informs the study. We identify five main themes and 26 sub-themes of corporate brand experience — corporate visual identity, functionality, emotional, lifestyle and corporate/self-identity. Financial service providers can address these dimensionalities during the process of brand positioning and when designing their corporate marketing in an online setting.

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