The effects of portal website attitude and e-services on branding of e-stores

• We model brand outcomes for e-retailers in relation to the use of portal websites.
• We examine portal website service elements and e-retailer brand attitudes and identity.
• Consumer attitude toward portal website e-service elements impact e-retailers.
• Portal websites e-service positively impact e-retailers brand attitude.

PurposeIncreasingly the company websites, along with the intermediary websites such as portal sites have become an integral component of the firms brand strategy. This study emphasises the importance of website service elements within portal sites and the impact on e-retailer brand attitudes and brand identity in an ever more competitive digital market-space.Design/methodology/approachThe research employs structural equation modeling technique to capture the relationship among website attitude, e-service quality, brand attitude and brand identity.FindingsThe results from the study indicate consumer attitude perceptions toward portal website and e-service elements combine to increase brand attitude and also brand identity for e-retailers.Originality/valueAlthough there has been a plethora of studies evaluating corporate websites and branding interactions there is limited comprehension of the impact of intermediary portal sites. Moreover, the literature is limited in validating the link between e-services with brand attitude and brand identity within a portal website context. This study develops a framework that highlights the important influence of e-services within portal websites and the impact on the firm’s brand.