Effects of the Product-brand Web Site on Brand Image

초록

The web site for marketing a specific product brand, generally called a product-brand web site, has become a major marketing tool as Internet has become a popular medium of communication. This type of web site is growing fast into a powerful branding tool as such product-brand web site provides chances for customers to know more and experience the image of the product of a specific brand. The purpose of this research is to examine the influence of the use of product-brand web site on customers` image of a brand. Subjects of this study are users of product-brand web sites of two leading sanitary products. An empirical study is conducted on 617 women in Korea who show high level of commitment to the choice and use of the female sanitary products. The importance of this study lies in its conceptualization and empirical validation of the relationship between the use of product-brand web sites and the image of the brand as an effect of the provision of product-brand web sites.