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Bulding corporate image on web sites: a case study of Validation AB's web site
2003 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The World Wide Web has the potential to trigger a marketing revolution. In less than four years, the Internet evolved from a basic communication tool into a vast communications and interactive market of products, services and ideas. This phenomenon provides a new marketing opportunity for companies. The purpose with this thesis was to gain a better understanding on how organisations build corporate image on a Web site. To reach the purpose we have studied a Web site and looked at how the objectives for a Web site in building corporate image can be described, how the on-line factors that influence a corporate image can be described and how a company’s on-line image can be described. The study was conducted at a Swedish company and primarily interviews and direct observation was used to collect the data. Our study shows the need for deciding on an official self-image and developing procedures too continually measure the image of the Web site. A number of different factors considered as important for describing Web image were found.

Place, publisher, year, edition, pages
Keyword [en]
Technology, Marketing, Internet, Image, Profile, Online
Keyword [sv]
URN: urn:nbn:se:ltu:diva-50543ISRN: LTU-EX--03/105--SELocal ID: 7c89ac06-bafb-4665-85a6-fccfbba8392aOAI: diva2:1023903
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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