Brand extension of online technology products: Evidence from search engine to virtual communities and online news

Song, Peijian; Cheng, Zhang; Xu, Yunjie; Huang, Lihua

doi:10.1016/j.dss.2010.01.005

Cited by 67 publications

(35 citation statements)

References 69 publications

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“…Delgado-Ballester and Hernandez-Espallardo (2008) confirm the positive influence of brand associations on customers' trust and behavioral intentions regarding branded online travel agencies. Song et al (2010) discuss the issue of brand extension in online environments and address the importance of the perceived quality, brand associations, and brand image of a parent brand on generating benefits for an extended brand. A number of researchers have highlighted the importance of personalized and interactive mobile media/advertising as marketing tools for interacting with consumers or facilitating interactions among consumers in order to build or raise brand awareness and loyalty in various m-commerce domains, such as retailing, content selling, and banking (e.g.…”

Section: Mobile Service Adoption and Brand Equitymentioning

confidence: 99%

Factors influencing mobile services adoption: a brand‐equity perspective

2012

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Purpose -The purpose of this study is to develop and validate empirically a research model that depicts the relationships between the identified key value proposition attributes of mobile value-added services and the core factors of brand equity. Design/methodology/approach -Survey data collected from 497 mobile value-added service consumers were examined using structural equation modeling to validate the research model. Findings -The results indicate that the mobile service attributes of personalization, identifiability, and perceived enjoyment have significant positive influences on the key brand equity factors, including brand loyalty, perceived quality, brand awareness, and brand associations. Additionally, the results confirm the significance of all four of the brand equity factors in interpreting consumer purchase intention in the context of mobile value-added service consumption. Practical implications -The research results provide insights into how mobile value-added services may be better designed and delivered to enhance brand equity and, in turn, profits. Originality/value -While the market potential of mobile value-added services and the importance of brand equity have both been widely recognized, the development and empirical validation of a model that specifically depicts the determinants of mobile value-added service consumption from a brand-equity perspective has not yet been undertaken. Consequently, this study investigates the relationships among key m-commerce attributes, core brand-equity components, and consumer behaviors. The research results have extended the application and advanced the understanding of previous mobile-commerce and brand-equity theories in the context of mobile value-added service consumption.

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Section: Mobile Service Adoption and Brand Equitymentioning

confidence: 99%

Factors influencing mobile services adoption: a brand‐equity perspective

2012

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“…Communication and traffic are the repeated interactions between an online shopper and an online company's brand. These two factors are the key assets underpinning a company's success (Song, Zhang, Xu, & Huang, 2010). Maintaining an active engagement with customers online through repeated interactions remains critical for companies who have brands promoted online (Hudson, Huang, Roth, & Madden, 2016;Kollmann & Suckow, 2008).…”

Section: H1mentioning

confidence: 99%

Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty

Moriuchi

2019

Psychology and Marketing

197

179

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E‐commerce shopping has gradually become a norm in consumers’ choice of shopping channel and part of this shopping process is aided by advance technologies including voice assistants (VA). There is a variety of artificial intelligence that is being developed in the market currently, and one of which has gradually gained its presence or information acquisition is the VA. In this paper, we propose a model that investigates the technology acceptance model constructs (perceived ease of use and perceived usefulness) and its effect on the engagement and loyalty between VA and consumers. Our model also investigates the moderating role of localizing VA between transactional and nontransactional based online activities. This study highlights the implication of technology integration in an e‐commerce environment.

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“…Each item was rated against a 7-point Likert scale (1=strongly disagree; 7=strongly agree). Table 1 lists the measurement indices and reference sources [12][13][14][15].…”

Section: Measuring Toolmentioning

confidence: 99%

Behavior Mechanism of Internet Product Consumers Transferring from Personal Computer Terminal to Mobile Terminal

Liu¹,

Ding²,

Wang³

2019

I2M

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This paper attempts to disclose the reasons for consumers of the parent product at PC terminal to the extended product at the mobile terminal. Based on the classical theories of brand extension, technology acceptance and continuance intention, three new factors, namely, perceived integrity, irreplaceability and new value recognition, were introduced and a hypothetical model was put forward and tested through empirical analysis. The empirical results show that the satisfaction of the parent product does not affect the continuance intention of the extended product. Specifically, the perceived ease-of-use of the extended product mediates the relationship between the satisfaction of the parent product and the continuance intention of the extended product. The perceived irreplaceability of the extended product has a positive impact on the continuance intention, so do the new perceived value and perceived integrity.

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Brand extension of online technology products: Evidence from search engine to virtual communities and online news

Cited by 67 publications

References 69 publications

Factors influencing mobile services adoption: a brand‐equity perspective

Factors influencing mobile services adoption: a brand‐equity perspective

Okay, Google!: An empirical study on voice assistants on consumer engagement and loyalty

Behavior Mechanism of Internet Product Consumers Transferring from Personal Computer Terminal to Mobile Terminal

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