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- W2099283923 abstract "Creating value in e-commerce has evolved beyond price competition. The long-term value that consumers receive from on-line communities can overcome the risk that they will be seduced by low priced offers from the competition. Community can lead to enhanced brand image, customer loyalty, and provides an unobtrusive touch point for learning more about key customers. But for communities to be successful, they must be designed well. Processes such as site navigation, registration, customer representation, support tools, and many others need to be designed according to usability principles. Sociability policies regarding privacy, free speech, copyright ownership, membership, and moderation must be considered very carefully. When implemented effectively, on-line communities can provide significant competitive advantage and engender long term customer loyalty." @default.
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- W2099283923 date "2001-01-01" @default.
- W2099283923 modified "2023-09-27" @default.
- W2099283923 title "INCREASING BRAND EQUITY WITH INTERACTIVE ON-LINE COMMUNITIES" @default.
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