Abstract
Aaker's (1997) brand personality constructs have been applied to Australian e-retailing in the context of an online department store, dstore. A confirmatory study has been designed to test the relative roles of functional and emotional brand associations in an e-retailing context. Within the limits of the study, empirical support was given to the Aaker concepts. In particular, 'excitement', 'authenticity', 'competence', and 'rugged' were found to be very relevant to the online department store, dstore. The study concludes that e-retailing is primarily a functional activity, with pre-eminent roles for interactivity, web atmospherics, and navigability. However, users' perceptions of functional attributes are rooted in emotional associations, such as excitement or authenticity. Emotional brand associations can be utilised by e-retailers as KPI benchmarks, to improve future performance.
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