This research analyzes the relationship between backpackers´online activities related to brands by identifying benefits (functional and experiential) that they seek and the impact of those benefits on the eWom generated during their travel journey.

ABSTRACT
INTRODUCTION
1. CONCEPTUAL FRAMEWORK
    1.1 Consumers’ Online Brand-Related Activities (COBRA)
    1.2 Functional and Experiential Benefits to go Online
    1.3 Backpackers’ Online Behaviour
2. METHODOLOGY
    2.1 Data Collection and Sample Profile
    2.2 Scales
3. MAIN RESULTS
4. CONCLUSION
REFERENCES

• Silvia Cacho-Elizondo(IPADE Business School)
• Catherine Lejealle(ISC Paris)
• Jean Michel Chapuis(Université Paris 1 Panthéon-Sorbonne - IREST)