DocumentCode
2626962
Title
Consumer-based brand building of online shopping
Author
Liu, Zhuolin ; Lu, Xiaodi
Author_Institution
Sch. of Econ. & Manage., Nanjing Univ. of Sci. & Technol., Nanjing, China
fYear
2011
fDate
27-29 June 2011
Firstpage
1174
Lastpage
1176
Abstract
E-commerce is the main trend of economic development in new era. How to gain more customer resources as well as sustainable competitive advantage and become the trusted, permanently and widely recognized brands for shopping sites which grow at a fast pace, is the challenge that Network operators cannot but rise to. By analyzing the consumer´s brand choice, this paper mainly discusses the online shopping brand building strategies from the consumers´ perspective.
Keywords
Internet; Web sites; customer services; electronic commerce; retail data processing; consumer-based brand building strategy; customer resources; e-commerce; economic development; network operators; online shopping; shopping sites; Buildings; Clothing; Communities; Economics; Educational institutions; Internet; Presses; Brand Relationship; Consumer Decision-making; Deep Brands;
fLanguage
English
Publisher
ieee
Conference_Titel
Computer Science and Service System (CSSS), 2011 International Conference on
Conference_Location
Nanjing
Print_ISBN
978-1-4244-9762-1
Type
conf
DOI
10.1109/CSSS.2011.5975028
Filename
5975028
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