Digitization and the growing importance of online marketing require specific approaches for analyzing and managing e-brands. With a focus on pure players’ corporate websites, the aim of our study is to analyze the main determinants of users’ e-brand attitudes. In doing so, our study considers three key variables relating to the e-brand experience: interactivity, personalization, and e-trust. A quantitative empirical study was conducted (n=362), and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirectly) and personalization (directly). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes.

Drivers of e-brand attitude. A structural modeling approach / Vernuccio, Maria; Giraldi, Angelo; Barbarossa, Camilla; Ceccotti, Federica. - ELETTRONICO. - (2010), pp. 1-10. (Intervento presentato al convegno 39^ European Marketing Academy Conference tenutosi a COPENHAGEN).

Drivers of e-brand attitude. A structural modeling approach

VERNUCCIO, Maria;GIRALDI, ANGELO;BARBAROSSA, CAMILLA;CECCOTTI, Federica
2010

Abstract

Digitization and the growing importance of online marketing require specific approaches for analyzing and managing e-brands. With a focus on pure players’ corporate websites, the aim of our study is to analyze the main determinants of users’ e-brand attitudes. In doing so, our study considers three key variables relating to the e-brand experience: interactivity, personalization, and e-trust. A quantitative empirical study was conducted (n=362), and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirectly) and personalization (directly). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes.
2010
39^ European Marketing Academy Conference
e-brand; e-brand attitude; e-trust; interactivity; personalisation
04 Pubblicazione in atti di convegno::04b Atto di convegno in volume
Drivers of e-brand attitude. A structural modeling approach / Vernuccio, Maria; Giraldi, Angelo; Barbarossa, Camilla; Ceccotti, Federica. - ELETTRONICO. - (2010), pp. 1-10. (Intervento presentato al convegno 39^ European Marketing Academy Conference tenutosi a COPENHAGEN).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/226414
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