Identifying and Assessing Factors Influencing Internet Brand Equity in E- Commerce

Transcription

1 Online Access: Management and Administrative Sciences Review Volume 5, Issue 3 Pages: May 2016 e-issn: p-issn: X Identifying and Assessing Factors Influencing Internet Brand Equity in E- Commerce Seyed Hossein Siadat 1 *, Ameneh Saeednia 2, Ali Matinvafa 2, and Faezeh Moghadasi 2 1. Assistant Professor, Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran 2. MSc. in Information Technology Management, Shahid Beheshti University, Tehran, Iran Today, research on branding and brand value is one of the most important issues discussed in the field of marketing research. Despite the importance of this concept, there is a fundamental weakness in the marketing literature and that is the inability to provide a general definition of the value of the brand. However, it seems there is a tacit agreement that the value of a brand refers to the added value offered to a product or service. Nonexistent of ways to improve e-company brands is a problem to that should be paid special attention. Success of online and e-commerce depends on strategies that will help promote their brand. Therefore, it is essential get enough information about the effective factors in success of internet brand so that internet business owners managed to determine the proper business strategies. In this paper, all factors influencing the brand value are divided into four groups of Brand reminders; Brand awareness, Brand loyalty, and Brand perceived quality; and the effect of each of these factors on influencing factors on dimensions of brand equity which are divided in three categories of customer service, communication, and marketing communication are studied. The purpose of this study is to investigate the factors influencing the brand value of the internet in electronic commerce and in accordance with the relevant questions through questionnaire. Statistical population of this study consisted of students and instructors of Marketing Course in Islamic Azad University of Tehran, Science and Research Branch those have e-shopped at least once. Stratified sampling will be carried out. To do this, the verbal questionnaire was used. For the analysis of the observations and review to approve or reject hypotheses, regression techniques and Friedman ranking will be used. Cronbach's alpha measurement method was used to calculate the reliability coefficient that has confirmed the stability of the 35-question questionnaire with coefficient Keywords: Brand value, brand reminders, brand quality, Internet companies, marketing communications, customer service, e-commerce *Corresponding author: Seyed Hossein Siadat, Assistant Professor, Department of Management and Accounting, Shahid Beheshti University, Tehran, Iran. siadat.hossein@gmail.com 151

2 INTRODUCTION Rapid changes in today's world made organizations to face with different challenges, but in the meantime, successful organizations are those using management tools and novel technologies to take advantages of the opportunities created recently. E- commerce environment is one of these tools. Internet based e-commerce environment allows customers to search for information and purchase of goods and services through direct connection to the internet shops. Since the progress and development of science and communication technologies such as personal computers, computer networks, Internet and , we are seeing the emergence of the companies which have chosen internet as a platform for participating businesses. Generally online or dot-com companies (internet companies) are those companies that do business on the Web (Rios and Riquelme, 2008). In 2000, when the "Berry" (Berry, 2000) studied branding in a series of customer service, the most important thing he found was that he received a brand means to consumers understand the companies services empirically. The company credit can have a significant impact on the buying process. Berry, therefore, suggested that the companies, first, focus on the brand more than their product. Brand plays a major role in many businesses in the technology markets, services and products they need production (Cretu and Brodie, 2005). Because we live with brands today, our minds are formed on the basis of the brands, we choose base on the brands and our final judgment is based on the brand. Thus, it can be said brands are the manifestation of thought, idea, identity, creativity, innovation, skills, reputation and ability of the company. Then, companies should use all the power and resources of their organizations to increase the credibility of their brand. In the present era, one of the ways is using e-commerce tools, such as the website. An advantage over other firms or competing companies is in particularity of a resource. Resource includes properties, assets and the main processes of a commercial firm. But the issue here is focused on the assets of a business firm. Brands are intangible assets of the firms that cause increasing the final value of the products for customers; it, also, creates added value stocks for stockholders and improves incomes. Brands includes many parameters such as: name, term or phrase, signs, symbols, logos, designs, subjective experience of customers and consumers, market viability, originality (not mere copies) and having a reliable and long-lasting trust and credibility with customers. Importance of research in this area, rooted in the importance of trade marks in the marketing strategies of the company and its role in the recruitment, retention and customer support. Trade mark have strategic role in the company's competitive advantage and strategic management decisions (Simon and Sullivan, 1993). The sustainable development of technologies in company allows them to create innovative and creative business ideas that this enhanced mobility and development, particularly in the field of electronic and markets depends on the technology. Such a dynamic environment makes it necessary and inevitable to develop and expand the powerful brands in electronics. Changing conditions in today's markets requires stability in Branding process, because strong brand has a value and reputation that is result of the combination of stability and innovation. In this respect, electronic branding is a compress set of all continuous innovation and activities in order to create and manage online brand with concepts, strategies and special plans of their own in the virtual space. The increasing importance of online branding or electronic branding, in general uncertainty and the explosion of information has online consumers and customers who have a tendency towards online purchases. Strong electronic brands create a sense of confidence in decisions customers when purchasing online, a factor essential in order to seek to maintain their loyalty and to fix their brand, especially, in active firms in area of electronic commercial, because creating a sense of confidence for customers while shopping, is an essential factor to maintain their loyalty to the brand. Because of the limited use of media (Internet only) of Internet brands, these brands in a way different from the traditional brands and only through the Internet, are faced with challenge of creating value from view point of customers. The difference between logo and brand is an unavoidable issue 152

3 that many website designers do not know about it, and if they design logo or a brand for their website, its function is limited to be placed on the left side of every page of the site with no specific plan for it. All of those people who are earning money online see online business brands such as Google or Yahoo or ebay or Amazon routinely so that they do not think of the process turn the logo into brands and what schedule lies behind that. The internet branding, recently, deformed from a new phenomenon to a serious matter and a fundamental theory for future researches. We know that these sites have designer and special marketing teams to highlight their brands, but little attention is paid to the importance of that in business and studies done in this subject, still, is minimal and brief. LITERATURE REVIEW Generally, three approaches are discussed on the brand value: - Customer-based brand equity approach or approaches are based on perceived customer value - Financial approach (market-based) or approaches are based on the financial consequences - Integrative approach which is a combination of the first and second approaches (Low, 2000). Despite the different approaches to brand value, many researchers and business use customer- base approaches, because it provides a context-based approach to understand the customer needs and wants easier in order to plan the future brand strategies to satisfy those needs. (Simon and Sullivan, 1993). Its purpose is to analyze the reaction of consumers to the brand that leads to brand imagination and brand loyalty (Shocker et al., 1994). Brand equity that is based on customer idea is a strategic role and a significant competitive advantage that should be paid attention to it in strategic management decisions influencing on marketing decisions. There are a number of suggestions about classification the dimensions of the brand equity, the first and the most famous brand equity is proposed by Acker (Acker, 1991) that can be said is that it is a complete psychological model that studied the special value in the eyes of consumers and includes 5 aspects of Brand reminders; Brand awareness, Brand loyalty, and Brand perceived quality and other brand equity assets related to firm. The first four dimensions are considered in brand equity analysis based on consumer's ideal that even Acker has used of these four factors. The fifth factor is suggested as a communication channel between firms and the rest of factors are suggested as a direct relationship with the consumer. Keller has proposed the brand's subjective image as an indicator of brand equity. Based on Keller's model, knowledge of commercial brand consists of knowledge of brand's name and image of the brand (Keller, 2003). (Pappu, 2006), (Gil et al., 2007), (Atilgan et al., 2006), (Yoo et al., 2002), as well as (Olsen,1993) have proposed 4 dimensions including brand awareness, brand associations, perceived brand quality and brand loyalty for brand equity. (Lassar et al., 1995) proposed the brand equity as the prioritizing a brand compared to other brands in a category of product by consumer. According to (Gil et al., 2007) brand equity is a value that a brand adds to the product. Generally, brand equity is consumer perceptions of all the brand preference compared to other brands competing with it. One of the benefits of the high brand equity is company's ability to reduce costs and increase profits. It, also, helps companies raise prices and may also be effective on marketing communications and brand development to other classes and decrease the cost of advertising and sales. In other words, the high value provides more differentiate, higher brand knowledge and better responses from consumer. (Keller, 1993). It seems that few empirical theoretical studies have been carried out to determine the factors and variables influencing on brand value resources (customer based) in internet firms, the most important ones are mentioned below. TABLE 1 HERE 153

4 Different variables based on the Jon Lane model (Jun Lin, 2006) may affect the value of the brand which includes: 1. Brands Reminders: It includes anything that is subjectively linked to brand. For example, McDonald can suggest a character like Ronald McDonald, a market segment such as children, feeling like having fun; Specifications like serve, a symbol like a golden bow and a lifestyle like acceleration (rush) (Acker, 2004). In this study, the Keller's idea about the brand image in the form of functional features such as relevant and experimental information is used to measure the web reminders (Keller, 2003). The brand reminder is associated with the following elements: brand image, relevancy, and personal identity. 2. Brand Awareness: That is the ability to recognize a potential buyer (identification), or remember that the brand belongs to a certain category of products (goods, services, companies, hotels, etc.). This research is based on Acker's definition, with this description to identify and recall Internet Company (website) (Acker, 1991). In general, the knowledge elements are: diagnosis, remember, presence. 3. Brand Loyalty: Acker defines brand loyalty as "customer attachment to a brand". In another definition, brand loyalty can be the amount that the customer has a positive attitude toward the brand, the amount of his commitment to that and intention to purchase in the future (Assael, 1992). In this study, brand loyalty is measured through the consumers' dependency to a website as well as the possibility of future shops from that website. Therefore (Keller, 2003) and (Yoo et al., 2000) are adopted in this study. In general, the elements of brand loyalty depend on repeated purchases in future. 4. The perceived quality of the brand: Perceived quality is "consumer's judgment about the advantages or superiority of a product" (Zeithaml, 1988). Perceived quality of the brand is the customer's perception of overall quality or superiority of a product or service to the customer's willing to other options. Perceived quality is determined by the customer and does not include technical dimensions (Keller, 2003). The technical quality is not provided in this study, but the customer's perceptions about the overall quality of Internet companies have been measured. The study measured the quality of an Internet company / website based on theories Yoo et al (Simon and Sullivan, 1993), who offered an evaluation of perceived quality, performance and reliability. In general, the perceived quality depends on the performance, reliability, and related service capabilities. 5. Customer Service: The concept of customer service in general is the ability of a business to meet the demands and needs of users. Some of internet companies are not properly designed. It is necessary, therefore, to made several options to support the customers in all phases of that leads to purchase. In general, customer service depends on elements such as: attributes (features), experience, personal information security / privacy (Keller, 1993). 6. Interactions: The interactive nature of the Web is one of the important characteristics that distinguish it from the other media. Interactive web features, have transformed unilateral and traditional relationship of broadcast media and provided a bilateral relationship between the customer and the supplier (Bezjian et al., 1998). This two-way communication can, 1- provide customers to negotiate directly with suppliers and vice versa (bidirectional communication path); 2- provide access to personal data (personalization); 3- provide direct and online purchasing (process order)and 4- conduct the customer to provide product and service information (routing) (Roehm and Hugtvedt, 1999). Thus, the total interaction depends on elements such as routing, personalized, interactive communications, process order. 7. Marketing Communications (Communication Elements of Marketing / Branding) According to media and commercial properties of a web site, they can appear as a brand. Internet companies achieve from commercial and media potentials; hence, all the communications of a website can be defined in the form of marketing and commercial communication. Since for each 154

5 (traditional) firm, elements of marketing / branding communications are defined in advertising, public relations, product information, promotional and commercialization, the same elements in are defined electronically for Internet companies that are working on the same website. In general, marketing communications may depend on elements such as: advertising, public relations, product information, sales promotions, and commercialization (Keller, 2003). Therefore, according to the literature review, the conceptual model of this research can be presented in the Figure 1 as in the following. Accordingly, the hypotheses of the research are listed as in the following. FIGURE 1 HERE H1 Customer services have positive and significant relationship with internet brand reminders in e-commerce. H2 Customer services have positive and significant relationship with internet brand loyalty in e- commerce. H3 Customer services have positive and significant relationship with internet brand perceptual quality in e-commerce. H4 Interactions have positive and significant relationship with the Internet brand in e- commerce. H5 Interactions have positive and significant relationship with internet brand loyalty in e- commerce. H6 Marketing communications have positive and significant relationship with internet brand reminder in e-commerce. H7 Marketing communications have positive and significant relationship with internet brand awareness in e-commerce. H8 Internet brand reminder has a positive and significant relationship with internet brand value in e-commerce. H9 Knowledge of Web brands have a positive and significant relationship with internet brand value in e-commerce. H10 Internet brand loyalty has a positive and significant relationship with internet brand value in e-commerce. H11 Internet perceived quality has positive and significant relationship with internet brand value in e-commerce. RESEARCH METHODOLOGY In this section the results of the statistical analysis of the data collected are discussed. The descriptive analysis of the data, descriptive statistics and graphs are provided in the appropriate inferential analysis, the appropriate tests to confirm or refute hypotheses have been examined. It should be noted that the analysis was performed using the software SPSS. To verify the proposed framework a questionnaire was designed, consisting of 2 parts. The first part examines the private and public profile of the participants, including age, sex, education, work experience, etc... The second section consists of 35 questions in 7 sections: brands reminders, brand awareness, brand loyalty, perceived quality of the brand, customer service, bilateral relations, marketing communications, marketing communications, and brand design. Questions have been extracted from articles and books in the field of knowledge management success key factors have. Likert scale is used to quantify concepts. The scales are rated from 1 to 5 indicating to very poor, poor, mean, high, very high. To measure the validation of the questionnaire, the indemnified factors and indices were distributed among the statistical society of 20 professors in universities, their comments and proposed changes ware applied in the final questionnaire. The statistical population in this study consisted of a group of students and professors of marketing management group, which has about 137 members. The sample size was calculated according to the formula Cochran and 101 questionnaires were distributed among them. After collecting the questionnaires the reliability of questions were assessed in general. Cronbach's alpha method was used for reliability coefficient measurement. According to Table 2, the Cronbach's alpha coefficient obtained for the questionnaire is larger than 0/7 and is in an appropriate level, thus reliability of this questionnaire is fully approved and accepted. TABLE 2 HERE 155

6 It is observed that alpha coefficient for this questionnaire with 35 questions is 0/876, and thus, there is a high correlation between questions. In the present study, the trust coefficient is considered 95 percent. In other words, the five-percent margin of error is predicted in calculating the results. To analyze and evaluate evidence to confirm or refute hypotheses, the Spearman correlation coefficient and path analysis were used to examine the effect of each variable on brand equity. RESULTS AND FINDINGS Providing a descriptive analysis of demographic variables 1. Description of the data First, an overview of the sample is illustrated to aid studying the sample characteristics. To this end, we describe research demographic variables. According to the data in Table 3 people in the sample are students, professors and assistant professors whom among the number of students are higher than the other two groups (81%). Those with a master's degree with 81% of the samples were the highest percentage. 80.2% of the participants were male. TABLE 3 HERE According to the data in Table 3 people in the sample are students, professors and assistant professors among whom the number of students is higher than the other two groups (81%). Those with a master's degree with 81% of the samples were the highest percentage. Males with 80.2% were more than females. According to information obtained from the questionnaires, graduated from business management specialty in marketing management with 37% was the highest group of samples. Participants in sample were between 19 years and 58 years, among these, approximately 60% were under 35 years (cumulative frequency) and, on the basis of the percentage of each age group, more of them were 21 years old (15% total). 2. The hypotheses of the research First, for each factor, Cronbach's alpha coefficient was calculated separately, according to Table 4: TABLE 4 HERE To investigate this hypothesis, Spearman's correlation coefficient was calculated for variables and the test is performed: TABLE 5 HERE Finally, according to the obtained results, the brand perceived quality and brand value of the correlation coefficient with 0/887, marketing communications and awareness correlation coefficient with the 0/797, brand loyalty and brand value with the correlation coefficient 0/746,were the first to third ranks, respectively; also, the brand awareness and brand value with the correlation coefficient 0/688, marketing communications and reminders with a correlation coefficient of 0/660 engagement and loyalty with a correlation coefficient of 0/657, interactions and reminders with a correlation coefficient of 0/647, reminders and brand value with a correlation coefficient of 0/625, the brand's customer service and reminderswithcorrelation coefficient of 0/523, customer service and quality with a correlation coefficient of 0/309, customer service and brand loyalty with a correlation coefficient of 0/308 rated the fourth to eleventh, respectively. CONCLUSIONS The main purpose of this study is the factors affecting the value of Internet brand in electronic commerce. After studying the theoretical and research foundations, major factors were identified and studied. Regarding to the analysis, it can be concluded that the impact of perceived quality of the brand on internet brand equity preferred more than the other factors and then, marketing communications indirect effects on brand awareness, and brand loyalty direct effects on the internet brand equity have higher priority than others. That is, there is a positive and strong correlation (greater than 7.0) between pairs of variables (perceived quality of the brand and brand value), (marketing communications and brand awareness), (brand loyalty and brand value). Also, customer services with perceived quality are the lowest priority, then, the customer 156

7 services with brand loyalty is the second lowest priority. That is, correlation between (customer services and perceived quality) and (customer services and brand loyalty) are lower the others (about 3.0). With regard to the priorities identified, it is possible to summarize the following strategies to enhance the brand value: Internet companies have to pay special attention to the properties and facilities of the sites to earn the customer loyalty and let them to have a better perception from the brand quality and satisfy their needs to be able to earn their trust that in the ends, results in internet brand equity. In the public relations section, also existence a constant contact with the competent authorities and institutions can enhance the confidence of customers to the company. As well, one of the most important reasons perusing customers to shop from a particular site is easy access to information. Customer services causes to minimize the uncertainty of the customer when shopping, therefore, offering a variety of services such as considering a section to answer to common questions of website users, respect for privacy through encrypted servers, online and non-online synchronous communication with customers like considering internet companies such as an actual personality while purchase to reduce the gap of experiencing tangible goods or services and etc. should be placed in the doing list of internet companies owners. Companies are able to improve the brand equity to the desirable level that are active in marketing communications and the customers have enough knowledge about them. And the companies that have loyal customers and the quality of their products are established for the customers, they have a greater value. Managers can take advantages of brand names or packaging associated with products that have been used in the past for the benefit of new products. It should be noted that unlike in the past that the company's transformation was based on material capital, now, the key idea is to replace the core capital. Experience and knowledge in the minds of potential customers are the company's great treasures. This knowledge can be a vital asset in reducing uncertainty and the only sustainable source of competitive advantage for organizations with internet brand (Siadat et al., 2015). Given the broad context of the information for companies to get informed about the requirements and needs of the customer and changing their positions relative to one internet brand and factors behind that, using knowledge management systems as an information system can be useful. Brand valuation and rating agencies are established by the competent authorities to measure brand equity in Internet e-commerce companies and institutions. Determination of standards for valuation of company's brands is carried out by responsible organizations and through their recommendations to the assets evaluating institute. The following issues raised can be considered in the future researches: Analysis of this model in other statistical populations due to ethnic differences due to cultural factors. The effect of brand equity on financial performance in electronic companies. The effect of other variables on the brand equity of Internet Marketing REFERENCES 1. Aaker D. Managing brand equity: Capitalizing on the Value of a Brand Name, New York, NY: Free Press; Aaker David A. Leveraging the corporate brand, California Management Review 2004; 46(3): Assael H. Consumer behavior and marketing action. Boston MA, PWSKent; Atilgan, E., Aksoy, S. and Akinci, S. (2005), Determinants of the brand equity. A verification approach in the beverage industry in Turkey, Marketing Intelligence and Planning, Vol. 23, No. 3, pp Berry, L.L,"Cultivating service brand equity",journal of the Academy of Marketing Science, Vol.28, 2000, pp

8 6. Bezjian-Avery A., Calder B., Iacobucci D. New media interactive advertising vs. traditional advertising. Journal of Advertising Research, 1998; 38(4): Christodoulides G., De chernatony L., Furrer O., Shiu E., Abimbola T. Conceptualizing and measuring the equity of online brands. Journal of Marketing Management 2006; 22: CretuAnca E., Brodie Roderick J., (2005) ; " The Influence of Brand Image and Company Reputation Where Manufactures Market of Small Firm",Journal of Industrial Marketing Management,Vol.8,pp Gil, R. Bravo E. Fraj Andre s and E. Martı nez Salinas, (2007), Family as a source of consumer-based brand equity, Journal of Product & Brand Management, Vol. 16, No. 3, pp Jun Lin Yi. Toward the understanding of web equity on an e-commerce website. A thesis presented to the Faculty of California State University Fullerton; Keller, k. l, (2003), Building, measuring and Managing brand Equity, Prentice Hall of India, NewDelhi. 12. Keller K. L. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing 1993; 57: Keller K.L. Strategic brand management: Building, measuring, and managing brand equity. 2nd Ed., Pearson Education Inc. Upper Saddle River. NJ; Lassar, Walfried, Banwari Mittal and Arun Sharma, (1995), Measuring customer - based brand equity Journal of consumer marketing, Vol. 12, NO. 4, pp Low J. The value creation index. Journal of Intellectual Capital 2000; 1: Na W. B., Marshall R., Keller K. L. Measuring brand power: validating a model for optimizing brand equity. Journal of Product & Brand Management 1999; 8: Olsen, B. (1993), Brand loyalty and lineage: exploring new dimensions for research, in Rothschild, M. and McAlister, L. (Eds), Advances in Consumer Research, Vol. 20, Association for Consumer Research, Provo, UT, pp Page C., Lepkowska-White, E. Web equity: a framework for building consumer value in online companies. Journal of Consumer Marketing, 2002; 19: Pappu, Ravi (2006), Consumer- based brand equity and country- of- origin Relationships, European Journal of Marketing, Emerald Group Publishing Limited, Vol. 40, No. 5/6, pp Rios Rosa E., Hernan E Riquelme. Brand equity for online companies, Journal of Marketing Intelligence & Planning 2008; 26(7): Roehm H. A., Hugtvedt C.P. Understanding interactivity of cyberspace advertising, In D. W. Schumann & T. Esther(Eds.), Advertising and the World Wide Web, Mahwah, N.J. Lawrence Erlbaum Associates; Siadat, S.H, Matinvafa, A., Saeednia, A., Moghadasi, F. Effective Factors in Successful Implementation of Knowledge Management in Higher Education, Management and Administrative Sciences Review, 4(1), Shocker, r. k. Srivastava & R.W. Ruechkert Challenges and opportunities Facing brand management: an introduction to a Special Issue Opportunities Facing 158

9 brand management journal of marketing Research, 31, 1994, pp Simon, C.J., and Sullivan, M. W. (1993), "The Measurement and Determinants of Brand Equity: A Financial Approach", Marketing Science, 12(1), Yoo B., Donthu N., Lee S. An examination of selected marketing mix elements and brand equity, Journal of the Academy of Marketing Science2000; 28(2): Yoo, Boonghee, Naveendonthu, (2002), Testing cross cultural invariance of the brand equity creation process Journal of product & brand management, Vol. 11, No. 6, pp Zeithaml, V. A. Consumer perception of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 1988; 52: APPENDIX Table 1: Overview of the Researches on the Brand Value of Internet Companies Author(s) (Page and White, 2002) Customer-based (online) Brand Equity Sources Dimensions of brand equity: 1. Web Knowledge (Consumer Familiarity to dotcom Websites) 2. Web Image Factors Affecting the Brand Equity Sources (online) 1.Commercial or noncommercial communication 2. Site Design 3. Seller's Properties 4. Product's / Service's Properties 159

10 (Na and Marshall, 2005) 1. Brand Awareness 2. Dimensions of the Power of Brand Image: - Properties - Consumer Perceptions of the Value and Benefits - Brand Attitude 1. The Experimental Factors (Such as Fun and Entertaining, and User Friendly Layout and Page Layout) 2. Intelligence Agents (Including Informative and Instructive Information Like Interface (Ability to Communicate with Other Webs), Informative Richness - Brands Reminders (Christodoulides et al., 2006) Brand Value of Retail/ 3. Friendship Factors (Related to the Simplicity and Friendliness of the Web) --- Services Internet Companies 1. Emotional Connection 2. Online Experience 3. Answering Service 4. Trust 5. Run ( Jun Lin, 2006) 1. Brand Awareness 2. Brand Reminders 3. Perceived Quality of the 1. Marketing Communications 2. Interactions 3. Customer Service Brand 4. Brand Loyalty (Rios and Riquelme, 2008) 1. Brand Awareness 2. Brand Loyalty 3. Brand Reminders 4. Trust Reminders 1. The Ability of the Web 2. Run 3. Supportive Customer Service 160

11 ( Jun Lin, 2006) 1. Brand Reminder 2. Brand Awareness 3. Brand Loyalty 4. Brand Perceived Quality 1. Customer Service 2. Interactions 3. Marketing Communications (Brand/Marketing communication elements Table 2: Reliability Analysis Cronbach's alpha test Total number of test questions Table 3: Descriptive Statistics of Education, Sex, Degree Variables --- Education Sex Scientific Degree Characteristics of Professor Respondents PhD Master Female Male Professor Assistant Student Abundance Percentage Table 4: Cronbach's alpha divided for each statistic Factor Number of Questions related to Factor Cronbach's alpha Brand Reminder Brand Awareness Brand Loyalty Brand's Perceived Quality Customer Services Bilateral Correlations Marketing Communications

12 Table 5: Results of Testing Hypothesis Statics of Number Path Spearman Correlation Value of P- test Result Customer Services - Internet H1 H2 Brand Reminders Confirm Customer Services - Internet Brand Loyalty Confirm Customer Services - Internet H3 Brand Perceptual Quality Confirm H4 Interactions - Internet brand Confirm Interactions - Internet Brand H5 Loyalty Confirm Marketing Communications - H6 Internet Brand Reminder Confirm Marketing Communications - H7 Internet Brand Awareness Confirm Internet Brand Reminder - H8 Internet Brand Value Confirm Knowledge of Web Brands - H9 Internet Brand Value Confirm Internet Brand Loyalty - Internet H10 Brand Value Confirm Internet Perceived Quality - H11 Internet Brand Value Confirm 162