웹사이트의 특성이 인터넷 브랜드 자산에 미치는 영향

A Effect of Website"s Characteristics on Internet Brand Equity

&nbsp;&nbsp;Businesses based on online are becoming increase and important. The importance of online brand building has been rapidly gaining ground in recent years. Therefore it is vital to understand what affects the online brand equity. The concept of Brand equity has emerged as one of the most critical areas for marketing in the 1990s. Despite interest in the subject, however there is a little empirical study about online brand equity.<BR>&nbsp;&nbsp;This study applies the concept of brand equity to setting of brands in virtual environment. This concept explains brand building strategy and operation of online business which goals is building strong brand on online.<BR>&nbsp;&nbsp;Thus this study investigates three research questions. First, what is online brand equity? Second, Are values of web sites, which were informativeness, entertainment, and organization of web site affect on brand equity or not? Research model was tested against the data acquired from membership users in online businesses.<BR>&nbsp;&nbsp;We have found relationship between two of web site values, which were Informativeness and entertainment and all of brand equity components are significant but organization of site have related to intimacy only.