Please use this identifier to cite or link to this item: http://buratest.brunel.ac.uk/handle/2438/11009
Title: Designing corporate brand experience in an online context: A qualitative insight
Authors: Hamzah, ZL
Syed Alwi, SF
Othman, MN
Keywords: Brand experience;Corporate brand experience;Online corporate branding;Service brand experience;Utilitarian;Online banking
Issue Date: 2014
Publisher: Elsevier
Citation: Journal of Business Research, 67(11): 2299 - 2310, (November 2014)
Abstract: 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.
URI: http://www.sciencedirect.com/science/article/pii/S014829631400215X
http://bura.brunel.ac.uk/handle/2438/11009
DOI: http://dx.doi.org/10.1016/j.jbusres.2014.06.018
ISSN: 0148-2963
Appears in Collections:Brunel Business School Research Papers

Files in This Item:
File Description SizeFormat 
Fulltext.docx116.69 kBUnknownView/Open


Items in BURA are protected by copyright, with all rights reserved, unless otherwise indicated.