The Use of Domain Names in e-branding by the World's Top Brands

Research output: Contribution to journalArticle

Abstract

This research links branding literature anddomain names to explore electronic, ore-Branding, strategies. It focuses on howthe world’s top brands use domain names toextend their brand online and protect itsassociated reputation against competitorsand imitators. Two hypotheses explore andbenchmark domain name use by the world’stop 75 brands. The results show that mostcompanies register their brand name bothglobally in the .com suffix and locally, forexample, with France’s .fr and Australia’s.au. These top brands had less presence inthe .net and .org global domains, as well asin typographical variations of their .comname. The findings support past diffusionresearch in that size and industry relate toorganizational adoption of technology.Larger brands (in total brand value) andtechnology-based brands had a greateradoption of domain names for e-branding.
Original languageEnglish
Pages (from-to)222-232
JournalElectronic Markets
Volume13
Issue number3
Publication statusPublished - 2003

Fingerprint

Ores
Industry
Branding

Cite this

@article{cc024b230b36405f8a43cbc34bfbb907,
title = "The Use of Domain Names in e-branding by the World's Top Brands",
abstract = "This research links branding literature anddomain names to explore electronic, ore-Branding, strategies. It focuses on howthe world’s top brands use domain names toextend their brand online and protect itsassociated reputation against competitorsand imitators. Two hypotheses explore andbenchmark domain name use by the world’stop 75 brands. The results show that mostcompanies register their brand name bothglobally in the .com suffix and locally, forexample, with France’s .fr and Australia’s.au. These top brands had less presence inthe .net and .org global domains, as well asin typographical variations of their .comname. The findings support past diffusionresearch in that size and industry relate toorganizational adoption of technology.Larger brands (in total brand value) andtechnology-based brands had a greateradoption of domain names for e-branding.",
author = "Jamie Murphy and L. Raffa and Dick Mizerski",
year = "2003",
language = "English",
volume = "13",
pages = "222--232",
journal = "Electronic Markets",
issn = "1019-6781",
publisher = "Springer-Verlag London Ltd.",
number = "3",

}

The Use of Domain Names in e-branding by the World's Top Brands. / Murphy, Jamie; Raffa, L.; Mizerski, Dick.

In: Electronic Markets, Vol. 13, No. 3, 2003, p. 222-232.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The Use of Domain Names in e-branding by the World's Top Brands

AU - Murphy, Jamie

AU - Raffa, L.

AU - Mizerski, Dick

PY - 2003

Y1 - 2003

N2 - This research links branding literature anddomain names to explore electronic, ore-Branding, strategies. It focuses on howthe world’s top brands use domain names toextend their brand online and protect itsassociated reputation against competitorsand imitators. Two hypotheses explore andbenchmark domain name use by the world’stop 75 brands. The results show that mostcompanies register their brand name bothglobally in the .com suffix and locally, forexample, with France’s .fr and Australia’s.au. These top brands had less presence inthe .net and .org global domains, as well asin typographical variations of their .comname. The findings support past diffusionresearch in that size and industry relate toorganizational adoption of technology.Larger brands (in total brand value) andtechnology-based brands had a greateradoption of domain names for e-branding.

AB - This research links branding literature anddomain names to explore electronic, ore-Branding, strategies. It focuses on howthe world’s top brands use domain names toextend their brand online and protect itsassociated reputation against competitorsand imitators. Two hypotheses explore andbenchmark domain name use by the world’stop 75 brands. The results show that mostcompanies register their brand name bothglobally in the .com suffix and locally, forexample, with France’s .fr and Australia’s.au. These top brands had less presence inthe .net and .org global domains, as well asin typographical variations of their .comname. The findings support past diffusionresearch in that size and industry relate toorganizational adoption of technology.Larger brands (in total brand value) andtechnology-based brands had a greateradoption of domain names for e-branding.

M3 - Article

VL - 13

SP - 222

EP - 232

JO - Electronic Markets

JF - Electronic Markets

SN - 1019-6781

IS - 3

ER -