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Title:
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EBRANDS: THE CASE OF BOSTON COFFEE CAKE |
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Author(s):
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Helena Marques Nobre , Carlos Melo Brito , Paulo De Lencastre , Kip Becker |
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ISBN:
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972-8924-06-2 |
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Editors:
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Nitya Karmakar and Pedro Isaías |
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Year:
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2005 |
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Edition:
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Single |
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Keywords:
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Ecommerce, branding, consumer behavior, case study. |
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Type:
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Short Paper |
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First Page:
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353 |
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Last Page:
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357 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The growing importance of ecommerce made the study of brands in the internet particularly relevant both for researchers and marketers. This paper is the outcome of a research project on the ebrands i.e. brands commercialized in the internet. An exploratory approach was chosen through a multi-case analysis. One of the cases is presented here. The study indicated that, in the future with the broadband and consequent media convergence, differences between physical and virtual brands might be limited to the level of marketing mix actions and tools, taking in the account the kind of product/service and the desired positioning |
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