Год выпуска: 2012 Автор: Gunnar Klaming Издательство: Страниц: 148 ISBN: 363940081X
Описание
Revision with unchanged content. On the one hand, the Internet increases information transparency for conAsuAmers a?? they are now able to obtain objective, trustworthy information on reAtaiAlersa?? existence and reliability as well as on products and services in real-time, at any time from virtually any place in the world. On the other hand, the Internet provides tools to businesses to strengthen their consumersa?? bonds with their brands, e.g. through offering platforms for consumers to enAgage in brand-related behavior for fun and entertainment during their free time or through offering businesses the opportunity to personalize offerings for their customers. For the first time, this book analyzes and describes the roles that both brands and the increased information transparency play in purchase decision proAcesses. It gives answers to a wide range of questions: Does the Internet emApower consumers in a way that strengthens or weakens functions of brands? Can information...
