Title Online Brand Attributes and Online Corporate Brand.pdfVIP

Title: Online Brand Attributes and Online Corporate Brand Images Rui Vinhas Da Silva : rui.dasilva@mbs.ac.uk Manchester Business School (West) University of Manchester Booth Street West M15 6PB United Kingdom Tel: 00 44 161 2756583/ 00351916903460 Fax: 00 44 161 2756596 Doctor Rui Vinhas Da Silva is a Lecturer in Marketing at Manchester Business School where he teaches in the Executive MBA programme. His research interests are in corporate reputation and brand management and business to business marketing Sharifah Faridah Syed Alwi: faridah23@.my Faculty of Business Accountancy Unversity of Malaya Lembah Pantai Kuala Lumpur Malaysia Doctor Faridah is a Lecturer in Consumer Behaviour (University of Malaya). Her research interests are in corporate and product branding, consumer behaviour and internet marketing 1 Title: Online Brand Attributes and Online Corporate Brand Images 1. ABSTRACT Purpose The present study examines which brand attributes need to be emphasised/addressed by retailers in order to achieve a positive representation of the corporate brand images in an online setting. Using bookstores as the research context, the research’s main aim is to investigate the association between the functional brand evaluation (represented by brand attributes in this study) and emotional brand evaluation (represented by the corporate brand image). Specific research questions are: • Are there any associations between the brand attributes and corporate brand image of an online e-tailer? • What are the most important corporate brand attributes/drivers of online corporate brand image? Methodology/Approach Using the brand triangle framework developed by de C