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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Number 1: Ease-of-Use Principle

With an explosion of e-commerce sites, a consumer no longer has to leave the house to get a shopping list filled. From clothing to prescription items, the World Wide Web is accommodating to all. At drugstore.com, a user can find items easily. Visitors can shop by brand, or, if they choose, access specialty areas on the site (located on the navigation bar) including the medicine cabinet, personal care, and nutrition and wellness, to name a few. Drugstore.com is known for stocking those especially hard-to-find items that shoppers may have difficulty purchasing at their neighborhood drugstore. These types of sites have popped up in large numbers, and consumers are buying into the e-commerce process—that is, of course, ...

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