Preface -- Key Success Requirements for Online Brand Management / Subir Bandyopadhyay, Rosemary Serjak -- The Role of Blogs on a Successful Political Branding Strategy / Luis Casaló, etc. -- Brand Personality of Web Search Engines: Who is the Conqueror of the Digital Age? / Aslihan Nasir, Süphan Nasir -- The Naming of Corporate eBrands / Tobias Kollmann, Christina Suckow -- Returns on e-Branding Investment: Linking Pre-Acquisition Marketing Activity to Customer Profitability / Patrali Chatterjee -- Consumers' Optimal Experience on Commercial Web Sites: A Congruency Effect of Web Atmospheric Design and Consumers' Surfing Goal / Fang Wan, Ning Nan, Malcolm Smith -- Nonlinear Pricing in E-Commerce / José J. Canals-Cerdá -- The E-Mode of Brand Positioning: The Need for an Online Positioning Interface / S. Ramesh Kumar -- Job Search at Naukri.com: Case Study of a Successful Dot-Com Venture in India / Sanjeev Swami -- Trademark Infringement in Pay-Per-Click Advertising / Peter O'Connor -- E-Branding the Consumer for Cultural Presence in Virtual Communities / Robert Pennington -- Impact of Internet Self-Efficacy on E-Service Brands / Terry Daugherty, Harsha Gangadharbatla, Matthew S. Eastin -- Understanding Brand Website Positioning in the New EU Member States: The Case of the Czech Republic / Shintaro Okazaki, Radoslav Škapa -- Online Consumers' Switching Behavior: A Buyer-Seller Relationship Perspective / Dahui Li, Glenn J. Browne, James C. Wetherbe.