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.
- This could also be of interest