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How is the brand image of fashion companies affected by joining a third-party marketplace
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Orientador(es)
Resumo(s)
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.
Descrição
Palavras-chave
Brand management Online brand management Fashion brand management Brand image Marketplace