Extending Electronic Portals with New Service: Exploring the Usefulness of Brand Extension Models

A.C.R. van Riel; J. Ouwersloot

doi:10.1016/j.jretconser.2004.07.003

Extending Electronic Portals with New Service: Exploring the Usefulness of Brand Extension Models

A.C.R. van Riel, J. Ouwersloot

Research output: Contribution to journal › Article › Academic › peer-review

Abstract

The internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the new services. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the aaker and keller brand extension model for electronic services.

Original language	English
Pages (from-to)	245-254
Journal	Journal of Retailing and Consumer Services
Volume	12
Issue number	3
DOIs	https://doi.org/10.1016/j.jretconser.2004.07.003
Publication status	Published - 1 Jan 2005

Access to Document

10.1016/j.jretconser.2004.07.003

Cite this

@article{de3263b8f4194ae1888c2cf54db09ada,

title = "Extending Electronic Portals with New Service: Exploring the Usefulness of Brand Extension Models",

abstract = "The internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the new services. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the aaker and keller brand extension model for electronic services.",

author = "{van Riel}, A.C.R. and J. Ouwersloot",

year = "2005",

month = jan,

day = "1",

doi = "10.1016/j.jretconser.2004.07.003",

language = "English",

volume = "12",

pages = "245--254",

journal = "Journal of Retailing and Consumer Services",

issn = "0969-6989",

publisher = "Elsevier Limited",

number = "3",

}

TY - JOUR

T1 - Extending Electronic Portals with New Service: Exploring the Usefulness of Brand Extension Models

AU - van Riel, A.C.R.

AU - Ouwersloot, J.

PY - 2005/1/1

Y1 - 2005/1/1

N2 - The internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the new services. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the aaker and keller brand extension model for electronic services.

AB - The internet revolution recently entered the portal phase, putting the composition of service offers on web portals in the limelight. Firms attempt to increase website traffic by extending their portals with new service categories, while the portal brand acts as a risk reliever for customers interested in trying the new services. This study investigates newly introduced service categories on a portal site as e-service brand extensions. Electronic services are preliminarily distinguished from traditional services, and factors are identified that enhance consumer evaluations of e-service extensions. Findings confirm the fundamentally sound structure of the aaker and keller brand extension model for electronic services.

U2 - 10.1016/j.jretconser.2004.07.003

DO - 10.1016/j.jretconser.2004.07.003

M3 - Article

SN - 0969-6989

VL - 12

SP - 245

EP - 254

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

IS - 3

ER -