• Corpus ID: 15778153

To fit or not to fit The importance of consistency on the Internet WORKING PAPER 0711

@inproceedings{Mller2007ToFO,
  title={To fit or not to fit The importance of consistency on the Internet WORKING PAPER 0711},
  author={Brigitte M{\"u}ller},
  year={2007}
}
As the web emerged, almost every traditional offline brand created its own website. Two strategies were mainly pursued by brick-and-mortar companies: some translated their brand with the corresponding name, image and values to the website and others created a new brand name to exist on the net. As the expression of a brand on the Internet is not really limited, it is not evident that the image perceived by the website visitors is consistent with the brand image they have, generated by previous… 

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