Projects

Improving the design and content of the web site of a health tourism related business

This is an ongoing commercial project that provides e-business consultancy to a health tourism provider based in Turkey.

Towards a model of consumer-brand interactions online: a grounded theory approach

This is a working paper intended for an academic journal. The aim is to investigate how the development of the Internet as a new communications medium affected brands and brand management strategies, with a view to develop a conceptual model of consumer-brand interactions online. Following the depth interviews conducted with key opinion leaders and Internet experts, and the analysis of the interview transcripts under grounded theory methodology guidelines, the concepts of interactivity and value emerged as the most important factors that differentiate the online medium from traditional marketing channels. The resulting model, supported by a multidisciplinary literature review as well as qualitative empirical data, proposes that the constructs of consumer empowerment, consumer involvement, consumer expectations, excitement dimension of brand personality and attitude toward the web site have a direct relationship with the core constructs of interactivity and value.

Online consumer response: key variables affecting consumers' value perceptions

This is a conference paper that was published in 2006 in The Internet Society II: Advances in Education, Commerce & Governance., Southhampton, UK: Wessex Institute of Technology Press, pp.403-412. This paper attempts to provide a better understanding of the relationship between consumer perceptions of a brand and their web site, and the perceived value of that web site. This is done by empirically testing the relationship between four key consumer perception variables, i.e. brand personality, involvement, perceived control and expectations, and the perceived value of the web site in an experimental study of consumers' interaction with car brand web sites. Laboratory based, controlled and randomised experiments using three equal sized samples under three experimental conditions were designed. The multiple regression models showed that these four consumer-based perceptions measured after the web site interaction can successfully predict the overall value of the web site as perceived by those consumers.

The Role of Value in Consumer-Brand Interactions on the Internet: An Experimental Study of Three UK Car Brand Web Sites

This is a conference paper that was presented at the Academy of Marketing Conference 2005, in Dublin, Ireland. This paper attempts to provide a better understanding of the role of value in consumer-brand interactions on the Internet, by empirically testing the relationship between perceived values and consumers' attitude towards web sites in an experimental study of consumers' interaction with car brand web sites. The findings indicated that the web site perceived value has a significant positive effect on consumers' attitude towards the web site. In other words, consumers who perceive high value from a web site are likely to develop a more favourable attitude towards that web site.

The effect of interactivity on online consumer response: an investigation into the UK car brand websites (2004)

This is my PhD project which involved a two-stage approach that utilised both qualitative and quantitative research methods in order to develop an original conceptual model grounded in qualitative empirical data, which was subsequently tested with quantitative experiments and statistical inference techniques. This project investigated the effects of the new online medium on the marketing and branding paradigms in general, and on UK car brands in specific. Findings from the research contributed to management and business theory by filling a gap in academic literature in understanding the role of interactivity in consumer behaviour online, and by providing original empirical data in an under-researched industry sector, namely cars. It also provided managerial contributions with the web site interactive features assessment tool, and specific empirical findings on consumer response variables, which would help managers better understand consumers' interactions with their web sites and develop online branding strategies utilising the interactivity of the online medium and Internet technologies to better effect.

Creating Added Value to Brands on the Internet

This is a conference paper that was presented at the American Marketing Association's 2002 Conference in Austin, Texas. The very broad aim of this research was to explore the factors that influence the success of virtual and traditional brands on the Internet. The qualitative results indicated that the Internet challenges traditional paradigms due to the new business models and the inherent qualities of the medium, such as interactivity, customisation, and consumer empowerment. Brands need to create unique added value on the Internet in order to attract consumers to their web sites. In addition to non-transactional features that add value, offering electronic commerce can also act as a vehicle in creating specific value in terms of convenience, accessibility and brand reinforcement.


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