The Impact Of Brand Elements Toward E-Commerce Visits

Lai, Pui Teng (2015) The Impact Of Brand Elements Toward E-Commerce Visits. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Developing and implementing the effective and suitable brand elements strategy is necessary for every business nowadays. Branding strategy had direct affecting a business performance. Mostly business will only focus on their quality and performance, but they were ignored their brand position in the market place. This is one of the reasons for many businesses unable to survive for long life. Brand is important for customer to recognize and remember a business and product. E-commerce become one type of businesses that easy to start-up and also end-up. This is because their weakness on brand strategy. The weakness of their branding strategy had influence their performance and customer loyalty because fewer customers willing to remember their brands. Ten online boutiques from e-commerce were selected randomly among the online boutique industry to investigate the important of brand elements for affecting their visiting from customers. The research utilized used four main brand elements which are brand name, brand logo, URLs, and brand slogan that advocated by Keller (2013). A series of questionnaires were allocated to respondents for their perception onto the important of brand elements to e-commerce visits. The study used to investigate the impacts of brand elements toward e-commerce visits from customers. The brand elements which are brand name, brand logo, URLs, and brand slogan were effectively affect the customers‟ visits of e-commerce website to be identified. A survey of Melaka citizen who aged around 18 until 35 years old and able to use online shopping found that there are a significant correlation between the brand elements were brought impacts toward the e-commerce visits. The equation had shown the relationship among those independent variables ( ) and dependent variable ( ). Marketer for online boutiques should concern the important of their brand elements to get more visiting from customers and well design toward their brand name, brand logo, URLs, and brand slogan for high exposure.

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