Consumer response analyses to the electronic brands

Helena Nobre*, Carlos Melo Brito, Paulo de Lencastre

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This paper studies the consumer response to the electronic brands-i.e., brands commercialized on the Internet. The results of the study suggested that, although the specific ebranding practices might allow building awareness in a short period of time, the profitability of on-line brands is likely to rely on the same factors as the traditional brand: time and financial efforts. Finally, the study also suggested that in the future, with the broadband and the consequent media convergence, marketers could not regard to an on-line brand as the opposite of a physical brand. Rather, brands have to be managed in a comprehensive way, tanking into account all alternatives based not only on the kind of product/service but also on the desired positioning.

Original languageEnglish
Pages (from-to)61-78
Number of pages18
JournalJournal of Transnational Management
Issue number1
Publication statusPublished - 24 Aug 2005


  • Branding
  • Consumer behavior
  • Ecommerce
  • On-line brands
  • Relationship marketing


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