Department of Management

Permanent URI for this collectionhttp://localhost:4000/handle/123456789/1930

Browse

Filters

2015 - 201912020 - 20221

Settings

Author: search.filters.author.Rani, LeelaSubject: search.filters.subject.E-Commerce

Search Results

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    A classificatory scheme for antecedents of the sources of “online brand equity”
    (Emerald, 2015-10) Bhat, Anil Kumar; Rani, Leela
    The purpose of the paper is to systematically review and summarize the literature addressing various sources of online brand equity. The evolution of social media, online forums and virtual communities drive the diversity in nomenclature of online marketing variables. Different researchers have used different marketing variables to indicate the same source of online brand equity. The definitions of the marketing variables change with the change in context, due to the complex e-commerce environment. The marketing variables used in different studies have lead to a conceptual overlap and repetitiveness.
  • No Thumbnail Available
    Item
    E-Marketing Mix Variables to Create Online Brand Equity in the Indian Context
    (IGI Global, 2022) Bhat, Anil Kumar; Rani, Leela
    This paper is an attempt to investigate and empirically validate e-marketing mix framework creating online brand equity suitable for adaptation in the Indian context. Exploratory and confirmatory factor analysis are used to identify and validate the e-marketing mix variables to create online brand equity. Primary product and service offerings, website content, customer care and relationship, website interactivity, website's security and reliability, and website speed are the six e-marketing mix elements identified. Also, a conceptual categorization is used to propose and develop a typology that classifies these six variables into primary and secondary activities. The identified e-marketing mix variables will be an insightful aid to planning various marketing activities and controlling other outcome variables like online satisfaction, e-loyalty, online brand equity, etc. This is one of the first attempts to propose and verify e-marketing mix variables for a developing economy like India and classify them under a generic parsimonious dimensional framework for e-commerce.