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Markenaufbau im Internet
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Der Aufbau der Unternehmensmarke findet in der Regel ber die Entwicklung und Kommunikation der Unternehmensidentitt statt. Christina Suckow identifiziert relevante Elemente, mithilfe derer die Identitt reiner E-Brands ber die Webseite aufgebaut und transportiert wird. Im Rahmen einer empirischen Untersuchung eruiert sie zudem die Wirkung dieser Identittselemente auf die Einstellungsbildung von Erstbesuchern eines Online-Shops. Dabei wird das Einstellungskonstrukt auch hinsichtlich der mediierenden Wirkung von Affekt und Kognition auf die Beziehung zwischen Wahrnehmung der Identittselemente und Verhaltensintention der Online-Shopper analysiert.
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