Please use this identifier to cite or link to this item: https://doi.org/10.1108/10662240210430937
Title: Senior executives' perceptions of business-to-consumer (B2C) online marketing strategies: The case of Singapore
Authors: Teo, T.S.H. 
Tan, J.S.
Keywords: Brand equity
Business strategy
Customer satisfaction
Internet
Marketing strategy
Issue Date: 2002
Source: Teo, T.S.H., Tan, J.S. (2002). Senior executives' perceptions of business-to-consumer (B2C) online marketing strategies: The case of Singapore. Internet Research 12 (3) : 258-275. ScholarBank@NUS Repository. https://doi.org/10.1108/10662240210430937
Abstract: This paper represents one of the first few studies on Internet marketing strategies of business-to-consumer (B2C) firms in Singapore. A survey was sent to CEOs/marketing managers of 400 firms, of which 92 usable responses were obtained. The results of hierarchical regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships to online brand equity (defined as "a set of brand assets and liabilities linked to a brand, its name and symbol that add or subtract from the value provided by a product or service to a firm and/or to its customers"). In addition, online brand equity is positively related to financial growth. Implications of the results are discussed.
Source Title: Internet Research
URI: http://scholarbank.nus.edu.sg/handle/10635/43978
ISSN: 10662243
DOI: 10.1108/10662240210430937
Appears in Collections:Staff Publications

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