Extending electronic portals with new services: exploring the usefulness of brand extension models

被引：22

作者：

van Riel, Allard C. R. ^{[1
]}

Ouwersloot, Hans ^{[1
]}

机构：

[1] Maastricht Univ, Fac Econ & Business Adm, NL-6200 MD Maastricht, Netherlands

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2005年 / 12卷 / 04期

关键词：

E-service; Service offer; Electronic portal; Brand extensions; Consumer behavior;

D O I：

10.1016/j.jretconser.2004.07.003

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The Internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the newservices. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the Aaker and Keller brand extension model for electronic services. (C) 2004 Elsevier Ltd. All rights reserved.

引用

页码：245 / 254

页数：10

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