A relational insight of brand personification in business-to-business markets

Customers find it difficult to differentiate between competing products based on their functional aspects. The shortening life cycle of products due to quick adoption of technological innovations by competitors makes it difficult for them to identify products based on specifications. The contemporary academic literature related to relationship marketing and brand management is passionate about customer and consumer psychology but little attention has been given to the brand selection criteria of resellers as business customers of the brand. This paper combines branding and relationship marketing as two broad functions of marketing. The paper argues upon the role of human representatives of the brand as brand personified in managing these two functions of marketing in business-to-business markets. The proposal of the paper is to use human representatives as a tool for the execution of relationship marketing and branding strategies. The objective behind using human representatives is to maximize the mindshare of resellers towards the brand and create value for them beyond products and service

Usability and Trust in Information Systems

The need for people to protect themselves and their assets is as old as humankind. People's physical safety and their possessions have always been at risk from deliberate attack or accidental damage. The advance of information technology means that many individuals, as well as corporations, have an additional range of physical (equipment) and electronic (data) assets that are at risk. Furthermore, the increased number and types of interactions in cyberspace has enabled new forms of attack on people and their possessions. Consider grooming of minors in chat-rooms, or Nigerian email cons: minors were targeted by paedophiles before the creation of chat-rooms, and Nigerian criminals sent the same letters by physical mail or fax before there was email. But the technology has decreased the cost of many types of attacks, or the degree of risk for the attackers. At the same time, cyberspace is still new to many people, which means they do not understand risks, or recognise the signs of an attack, as readily as they might in the physical world. The IT industry has developed a plethora of security mechanisms, which could be used to mitigate risks or make attacks significantly more difficult. Currently, many people are either not aware of these mechanisms, or are unable or unwilling or to use them. Security experts have taken to portraying people as "the weakest link" in their efforts to deploy effective security [e.g. Schneier, 2000]. However, recent research has revealed at least some of the problem may be that security mechanisms are hard to use, or be ineffective. The review summarises current research on the usability of security mechanisms, and discusses options for increasing their usability and effectiveness

A user perspective of quality of service in m-commerce

This is the post-print version of the Article. The official published version can be accessed from the link below - Copyright @ 2004 Springer VerlagIn an m-commerce setting, the underlying communication system will have to provide a Quality of Service (QoS) in the presence of two competing factors—network bandwidth and, as the pressure to add value to the business-to-consumer (B2C) shopping experience by integrating multimedia applications grows, increasing data sizes. In this paper, developments in the area of QoS-dependent multimedia perceptual quality are reviewed and are integrated with recent work focusing on QoS for e-commerce. Based on previously identified user perceptual tolerance to varying multimedia QoS, we show that enhancing the m-commerce B2C user experience with multimedia, far from being an idealised scenario, is in fact feasible if perceptual considerations are employed