A descriptive study of brand equity of india's popular online shopping sites
Main Article Content
Abstract
The focus of this research was to measure consumer-based brand equity (CBBE) of India’s most popular online retailing websites Amazon and Flipkart. However, for the sake of confidentiality and copyright, their names were not revealed anywhere in the paper. This was done with the help of Aaker’s and Keller’s concept of brand equity. A sample of 1000 respondents from across the state of Gujarat, India was examined. CBBE was measured by calculating mean scores of overall brand equity and its factors like brand loyalty, perceived quality, brand awareness, brand association, attitude and purchasing intention. The correlation coefficient between factors and brand equity was considered as weight. The research revealed through the data which retail site had a higher brand equity. One interesting fact that was identified was how keenly both the brands are trying to woo their customers. The results showed very similar trends. A positive relation was found between brand equity and its factors. Based on this relationship the research concluded with a regression model where brand equity was the dependent variable and factors were independent variables. It was observed that the factor ‘brand loyalty’ had the lowest mean value suggesting that with competition and wider choice to consumer, brand loyalty tends to be lower. Favorable attitude was observed for both brands with highest mean values among all factors.
Downloads
Article Details
1. Proposal of Policy for Free Access Periodics
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 that allows the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in an institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
Proposal of Policy for Periodic that offer Postponed Free Access
Authors whom publish in this magazine should agree to the following terms:
a. Authors should keep the copyrights and grant to the magazine the right of the first publication, with the work simultaneously permitted under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 [SPECIFY TIME HERE] after the publication, allowing the sharing of the work with recognition of the authorship of the work and initial publication in this magazine.
b. Authors should have authorization for assuming additional contracts separately, for non-exclusive distribution of the version of the work published in this magazine (e.g.: to publish in institutional repository or as book chapter), with recognition of authorship and initial publication in this magazine.
c. Authors should have permission and should be stimulated to publish and to distribute its work online (e.g.: in institutional repositories or its personal page) to any point before or during the publishing process, since this can generate productive alterations, as well as increasing the impact and the citation of the published work (See The Effect of Free Access).
d. They allow some kind of open dissemination. Authors can disseminate their articles in open access, but with specific conditions imposed by the editor that are related to:
Version of the article that can be deposited in the repository:
Pre-print: before being reviewed by pairs.
Post-print: once reviewed by pairs, which can be:
The version of the author that has been accepted for publication.
The editor's version, that is, the article published in the magazine.
At which point the article can be made accessible in an open manner: before it is published in the magazine, immediately afterwards or if a period of seizure is required, which can range from six months to several years.
Where to leave open: on the author's personal web page, only departmental websites, the repository of the institution, the file of the research funding agency, among others.
References
FAYRENE, C.; LEE, G. C. (2011) Customer- Based Brand Equity: A Literature Review, Journal of Arts Science & Commerce, v. II, n. 1, p. 33-42.
KELLER, K. L. (2003) Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2nd Edition. Upper Saddle River, New Jersey: Prentice Hall.
KELLER, K. L. (2008) Strategic Brand Management, 3rd Edition, Prentice Hall.
KOTHARI, C. R. (2004) Research Methodology: Methods and Techniques (Second Edition), New Age International Publishers, New Delhi.
KOTLER, P.; KELLER, K. L.; KOSHY, A.; JHA, M. (2014) Marketing management: A South Asian Perspective (14th Ed.). New Delhi: Pearson Education.
LASSAR, W.; MITTAL, B.; SHARMA, A. (1995) Measuring customer‐based brand equity, Journal of Consumer Marketing, v. 12, n. 4, p. 11-19,
LONDOÑO, J. C.; ELMS, J.; DAVIES, K. (2016) Conceptualizing and Measuring Consumer-Based Brand–Retailer–Channel Equity, Journal of Retailing and Consumer Services, v. 29, p. 70-81
LUMING, W.; ADAM, F. (2012) Measuring Consumer Based Brand Equity Across Brand Portfolios: Many –Facet Item Response Theory Perspective, Journal of Targeting, Measurement & Analysis for Marketing, v. 20, n. 3/4, p. 254-260
MOISESCU, O. I. (2011) The concept of brand equity - A comparative approach, Munich Personal RePEc Archive, p. 212-220
SINHA, A.; GAZLEY, A.; ASHILL, N. (2008) Measuring Customer Based Brand Equity using Hierarchical Bayes Methodology, Australian Marketing Journal, v. 16, n. 1, p. 3-19.
SHARMA, A. A.; RAO, V. R.; POPLI, S. (2013) Measuring consumer-based brand equity for Indian business schools, Journal of Marketing for Higher Education, v. 23, n. 2, p. 175-203.
YOO, B.; DONTHU, N. (2001) Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale. Journal of Business Research, v. 52, n. 1, p. 1-14.
WEBSITES
https://www.conference-board.org/data/bcicountry.cfm?cid=15 accessed on 6 June 2019.
https://www.bcg.com/d/press/21march2017-new-indian-changing-consumer-149010 accessed on 6 June 2019.
http://www.worldbank.org/en/country/india/overview accessed on 6 June 2019.
https://imrbint.com/images/common/ICUBE%E2%84%A2_2019_Highlights.pdf accessed on 6 June 2019.
https://www.business-standard.com/article/companies/e-tailers-war-amazon-s-gross-sales-in-india-21-higher-than-flipkart-s-118112800036_1.html accessed on 23 February 2019.
https://www.ibef.org/economy/indian-economy-overview accessed on 18 October 2018.
http://indiatoday.intoday.in/story/digital-india-internet-users/1/913797.html accessed on 15 April 2019.
https://www.ibef.org/download/retail-jan-2019.pdf accessed on 6 June 2019.