Digitization and the growing importance of online environments require specific approaches for analyzing and managing e-brands. With a focus on pure players 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 e-brand attitudes: interactivity, personalization and e-trust. A quantitative empirical study was conducted, and data were analyzed using structural equation modeling. The results show that the key determinants of user attitudes toward e-brands are interactivity (indirect) and personalization (direct). To a lesser extent, e-trust is a factor that has a significant effect on e-brand attitudes. Furthermore, it is the interrelationships among these constructs that are of particular interest. This study could serve both as a theoretical reference point for future research and as a managerial tool for the integrated evaluation of the multidimensional relationships among e-brand attitude key drivers. © 2012 Macmillan Publishers Ltd.
Determinants of e-brand attitude: A structural modeling approach / Vernuccio, Maria; Camilla, Barbarossa; Angelo, Giraldi; Ceccotti, Federica. - In: JOURNAL OF BRAND MANAGEMENT. - ISSN 1350-231X. - STAMPA. - 19:6(2012), pp. 500-512.
|Titolo:||Determinants of e-brand attitude: A structural modeling approach|
VERNUCCIO, Maria (Corresponding author)
|Data di pubblicazione:||2012|
|Citazione:||Determinants of e-brand attitude: A structural modeling approach / Vernuccio, Maria; Camilla, Barbarossa; Angelo, Giraldi; Ceccotti, Federica. - In: JOURNAL OF BRAND MANAGEMENT. - ISSN 1350-231X. - STAMPA. - 19:6(2012), pp. 500-512.|
|Appartiene alla tipologia:||01a Articolo in rivista|