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    Copyright
    Dedication
    Preface
    Acknowledgment
    Ch. I. Key Success Requirements for Online Brand Management
    Ch. II. The Role of Blogs on a Successful Political Branding Strategy
    Ch. III. Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age?
    Ch. IV. The Naming of Corporate eBrands
    ABSTRACT
    INTRODUCTION
    BRAND NAMES
    THE BRAND NAMING PROCESS
    THE E-BRAND NAMING PROCESS
    CONCLUSION
    REFERENCES
    Ch. V. Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability
    Ch. VI. Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal
    APPENDIX 1A
    APPENDIX 1B
    APPENDIX 2
    APPENDIX 3
    Ch. VII. Nonlinear Pricing in E-Commerce
    APPENDIX
    Ch. VIII. The E-Mode of Brand Positioning: The Need for an Online Positioning Interface
    Ch. IX. Job Search at Naukri.Com: Case Study of a Successful Dot-Com Venture in India
    APPENDIX I
    APPENDIX II
    Ch. X. Trademark Infringement in Pay-Per-Click Advertising
    Ch. XI. E-Branding the Consumer for Cultural Presence in Virtual Communities
    Ch. XII. Impact of Internet Self-Efficacy on E-Service Brands
    Ch. XIII. Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic
    Ch. XIV. Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective
    Ch. XV. Understanding Consumer Reactions to Offshore Outsourcing of Customer Services
    Ch. XVI. An Extrinsic and Intrinsic Motivation-Based Model for Measuring Consumer Shopping Oriented Web Site Success
    APPENDIX 1
    APPENDIX 2
    APPENDIX 3
    Ch. XVII. A Critical Review of Online Consumer Behavior
    Ch. XVIII. Multi – Channel Retailing and Customer Satisfaction: Implications for eCRM
    APPENDIX A
    Ch. XIX. The Effect of Information Satisfaction and Relational Benefit on Consumer's On–Line Shopping Site Commitment
    APPENDIX 1
    APPENDIX 2
    APPENDIX 3
    Compilation of References
    About the Contributors
    Index
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    Chapter IV. The Naming of Corporate eBrands

    Chapter IV. The Naming of Corporate eBrands

    Tobias Kollmann
    University of Duisburg – Essen, Germany

    Christina Suckow
    University of Duisburg – Essen, Germany


      

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