The relationship between corporate websites and brand equity: a conceptual framework and research agenda

Evmorfia Argyriou, Philip J. Kitchen and T.C Melewar

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services.
  

The relationship between corporate websites and brand equity - a conceptual framework and research agenda

Evmorfia ArgyriouUniversity of Warwick, Coventry, UK

Philip J. KitchenUniversity of Hull Business School, Hull, UK

T.C. MelewarBrunel Business School, Brunel University, UK

INTRODUCTION

Despite the bursting of the dotcom bubble, many companies are still turning to the web to interact with current customers and reach new markets (Ilfeld & Winer 2002). The main reason for this is that the internet is hypothesised to lead to increased efficiencies in consumer information search costs (Alba & Lynch 1997; Barwise et...

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