Complementing consumer magazine brands with internet extensions?

Abstract

Purpose -The purpose of this paper is to increase understanding of the effects of web site extension on the parent-magazine brand in the context of experiential goods, and to identify factors that are related to success. Design/methodology/approach -The paper focuses on the relationship between consumers' experiences on magazine web sites and their loyalty towards the print magazine. Findings -There are different ways in which the web site can complement the print version. The first mechanism is related to engaging in more frequent communication with the magazine's readers, and the second is related to consumer-initiated interaction between other readers. In both cases something is offered that cannot be obtained from the print magazine, but is assumed to complement it. Originality/value -The paper increases understanding of brand extensions with regard to experiential goods, but more research is needed on the factors that are related to extension success.

Legacy and Native News Brands Online: Do They Show Different News Consumption Patterns?

“…This general hypothesis is based on two arguments supported by previous research: on the one hand, the fact that audiences/users perceive and use different types of online news differently, and that Web newspapers do not generate the same learning effects about public affairs and the same convergence dynamics compared to other types of news sites (De Waal & Schoenbach, 2008Doudaki & Spyridou, 2015); on the other hand, as regards the online versions of legacy media, researchers in media management have considered media websites in terms of brand extensions, and the prevailing idea is that the use of the same brand name in different channels is an attempt to leverage the brand's equity. Brand equity manifests itself both indirectly as brand awareness and brand image, and also directly as different consumer behavior (Förster, 2015;Horppu, Kuivalainen, Tarkiainen, & Ellonen, 2008;Shaver & Shaver, 2008;Tarkiainen, Ellonen, & Kuivalainen, 2009).…”

Exploring interaction: print and online news media synergies

“…Though as Tarkiainen et al (2009) argue decisions regarding distribution are the most long-term in nature frequently implying heavy financial investment and resourcing. We believe that this study provides additional insights for internet managers seeking to improve their management of cross-media synergy.…”

“…Consumers, particularly younger "net natives" (the generation of people who have grown up with the internet) are comfortable with the virtual environment and have become unaccustomed, and even unwilling to pay for, news (Tarkiainen et al, 2009). Online consumers prefer to read part of the news agenda and to move from one news outlet to another.…”

“…Of course, newspapers are well positioned to go online, and many have embraced the internet, offering extra content online and even access to their archives, sometimes for a premium (Tarkiainen et al, 2009). In cyberspace, newspapers have lacked social and commercial influence (Keng and Ting, 2009).…”

Gestión del valor de marca en las empresas de prensa. El caso de La vanguardia

“…Algunos autores han remarcado el efecto beneficioso que la imagen de marca y su valor tienen en el consumo que los usuarios hacen de los contenidos periodísticos en las distintas plataformas (Tarkianen; Ellonen; Kuivalainen, 2009 La mayoría de los estudios destaca el valor complementario que el soporte digital ofrece para los productos convencionales y lo conciben como una herramienta de branding (Tarkianen; Ellonen; Kuivalainen, 2009; Ha; Chan-Olmsted, 2001; Ghachem, 2011). Algunos de ellos remarcan los problemas que las marcas periodísticas encuentran para generar fidelidad a través de sus extensiones online y destacan la necesidad de estudiar la influencia que el lanzamiento de los productos digitales y de otras extensiones de marca tiene en la integridad de la marca madre y en la fidelidad de sus usuarios.…”