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The Concept Of Online Image Of A Brand And Its Application To Nation Brands
Unformatted Document Text:  Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands 20 segments). Because the information available online at any moment is concrete, finite and ―objective‖ across all audience segments in the sense that it is the same for everybody, therefore, online image of a brand has no cross-sectional variance (across audiences). But because brand- related information available online constantly changes as new information is created with every interaction and communication, the online image of a brand is dynamic – it has permanent process variance. Here, the importance of language needs to be emphasized once again: online image of a brand is different in different languages – what it is in English, is different from what it is in Russian, or French, or Chinese, etc. A brand can have a strong online image in one language and be very weak or even nonexistent in the other, while its different dimensions/attributes are likely to be represented differently in different languages. Importance Online information and communication play an increasingly important role in the lives of consumers and other brand audiences, and have a considerable effect on their decisions and perceptions related to brands and the products and services that these brands represent. At the same time, many of these decisions and perceptions themselves become reflected and represented on the Internet, and, therefore, become part of the online image of these brands. Thus, an online image of a brand should have effect on brand performance and should be an important factor for the overall success of a brand. Ideally, if properly operationalized, various measures of online image of a brand could be used to explain variance in different brand-related concepts and possibly predict brand performance. Online image of a brand should also be indicative of the brand perceptions/images held by various audiences, since it contributes to the formation of these perceptions and, at the same

Authors: Topouria, Giorgi.
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Giorgi Topouria: The Concept Of Online Image Of A Brand And Its Application To Nation Brands  
 
20 
 
segments). Because the information available online at any moment is concrete, finite and 
―objective‖ across all audience segments in the sense that it is the same for everybody, therefore, 
online image of a brand has no cross-sectional variance (across audiences). But because brand-
related information available online constantly changes as new information is created with every 
interaction and communication, the online image of a brand is dynamic – it has permanent 
process variance.  
Here, the importance of language needs to be emphasized once again: online image of a brand is 
different in different languages – what it is in English, is different from what it is in Russian, or 
French, or Chinese, etc. A brand can have a strong online image in one language and be very 
weak or even nonexistent in the other, while its different dimensions/attributes are likely to be 
represented differently in different languages.  
Importance 
Online information and communication play an increasingly important role in the lives of 
consumers and other brand audiences, and have a considerable effect on their decisions and 
perceptions related to brands and the products and services that these brands represent. At the 
same time, many of these decisions and perceptions themselves become reflected and 
represented on the Internet, and, therefore, become part of the online image of these brands. 
Thus, an online image of a brand should have effect on brand performance and should be an 
important factor for the overall success of a brand.  
Ideally, if properly operationalized, various measures of online image of a brand could be used to 
explain variance in different brand-related concepts and possibly predict brand performance. 
Online image of a brand should also be indicative of the brand perceptions/images held by 
various audiences, since it contributes to the formation of these perceptions and, at the same 


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