The effect of the Internet on convenience goods

Date of publication: May 12, 2002

Catalogue: Latin America 2002

Abstract:

This paper describes the main purposes of a convenience goods website. The use of the website in the development of the product's image, constructing stronger trademarks with deeper meanings, is analyzed. Furthermore, several applications of websites related to CRM activities are presented, overcoming barriers of implementation in this product category. Finally, results of an investigation related to an empirical case in the Chilean market is discussed, illustrating the effects of the trademark's loyalty and image.

Cristóbal Fernández

Author

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Claudio Aqueveque

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