Welcome to the InfoSci Platform
Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability

Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability

Patrali Chatterjee
Copyright: © 2009 |Pages: 17
ISBN13: 9781599048130|ISBN10: 1599048132|ISBN13 Softcover: 9781616926328|EISBN13: 9781599048154
DOI: 10.4018/978-1-59904-813-0.ch005
Cite Chapter Cite Chapter

MLA

Chatterjee, Patrali. "Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability." Contemporary Research in E-Branding, edited by Subir Bandyopadhyay, IGI Global, 2009, pp. 61-77. https://doi.org/10.4018/978-1-59904-813-0.ch005

APA

Chatterjee, P. (2009). Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability. In S. Bandyopadhyay (Ed.), Contemporary Research in E-Branding (pp. 61-77). IGI Global. https://doi.org/10.4018/978-1-59904-813-0.ch005

Chicago

Chatterjee, Patrali. "Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability." In Contemporary Research in E-Branding, edited by Subir Bandyopadhyay, 61-77. Hershey, PA: IGI Global, 2009. https://doi.org/10.4018/978-1-59904-813-0.ch005

Export Reference

Mendeley
Favorite

Abstract

Consumer-centric organizations recognize customer relationships with brands as a source of sustainable competitive advantage that they can leverage to successfully introduce brand extensions. Marketers seeking to leverage brand equity associated with core off-line products to introduce e-brand extensions recognize that success depends on initiating brand relationships with prospective customers, as well as maintaining relationships with existing customers. This research proposes and empirically demonstrates that investment on e-branding relationships with current users generates higher returns for online extensions that have close fit with the core off-line product. In contrast, investments on nonusers have a higher return on adoption of online brand extensions that have low-fit with core products, compared to current customers and can increase overall profitability. Further, we show that Web site features like personalized e-mail and interactive aids have a significantly higher impact on customer profitability and motivate prospective consumers to move to higher levels of relationship with the firm, than financial incentives like sales promotions. Managerial implications for return on e-branding investments and future research directions are discussed.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.