- 學位論文
Effect of inbound marketing on brand equity and customer response: The case of CellphoneS – electronic retail chains
Effect of inbound marketing on brand equity and customer response: The case of CellphoneS – electronic retail chains
並列摘要
The case of CellphoneS, a company that is very successful in the last 5-6 years because of the way they do inbound marketing with a diverse network. This study analyzes the impact of inbound marketing on brand equity and customer response in the electronic retail chains. I propose a model of how the components of inbound marketing - social networks – connect and build brand equity – brand image, brand awareness –. The customer response - e-Wom and commitment - is the answer to the effective performance of inbound marketing, thereby seeing the close relationship between inbound marketing and brand equity.
參考文獻
• Amin, A., & Nik, M. H. N. H. (2015). Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Rev Manag Sci 2018, Vol 12, p.969-1002.
• Atilgan, E., Akinci, S., Aksoy. S., & Kaynak. E. (2009). “Customer-Based Brand Equity for Global Brands: A Multinational Approach”, Journal of Euromarketing, Vol. 18, No. 2, p.115-132.
• Aaker, D. A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York.
• Aaker, D. A. (1996), “Measuring Brand Equity Across Products and Markets”, California Management Review, Vol. 38, No. 3, pp. 102-120.
• Bickart, B., & Schindler, R.M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing. Volume 15, Issue 3, Pages 31-40.