How is the brand image of fashion companies affected by joining a third-party marketplace

Abstract

As marketplaces account for a considerable share of online retail sales, several fashion companies now sell their articles through these platforms without knowing the effect on their brand image. Thus, this study investigates how the brand image of fashion companies is affected when joining a third-party marketplace. Interviews with consumers were conducted to devise a theory, which was subsequently measured quantitively with a survey. Findings indicate that the brand image of most consumers does not change and is hardly affected negatively. However, marketplace reputation and the brand's status were identified as the main factors influencing the brand image.