Designing brand performance evaluation model in an online business

Maysam Shafiee Roodposhti (), Hamideh Mojtahed Soleimani (), Mohammad Zand () and Mohammadali Sharafian ()
Additional contact information
Maysam Shafiee Roodposhti: University of Tehran
Hamideh Mojtahed Soleimani: University of Yazd
Mohammad Zand: Kharazmi University
Mohammadali Sharafian: Islamic Azad University, The Branch of Electronic

SN Business & Economics, 2025, vol. 5, issue 1, 1-37

Abstract: Abstract In recent years, the marketing discipline, particularly branding and brand performance evaluation, has garnered increased attention, especially in online businesses. This research addresses this growing need by proposing a comprehensive model for evaluating brand performance in online businesses. Employing a mixed-methods approach, the study leverages quantitative and qualitative data collection methods. The statistical population of this research in the qualitative phase was eight marketing and e-commerce experts to confirm the indicators. In the quantitative phase, 240 people were selected through random sampling to complete the questionnaire, and the analysis was done based on their results. Data collection instruments included semi-structured interviews and researcher-developed questionnaires. The questionnaire's reliability was assessed using SPSS software, yielding a Cronbach's Alpha coefficient of 0.895, indicating strong internal consistency. Subsequently, a brand performance evaluation model for online businesses was developed. Structural equation modeling (SEM) in AMOS software confirmed the model's validity, demonstrating its effectiveness in measuring the target construct within the research context. This study offers valuable novel insights for branding professionals and related organizations by presenting a robust brand performance evaluation model specifically tailored to online businesses.

Keywords: Brand; Brand performance; Brand performance evaluation; Online business; Modeling (search for similar items in EconPapers)
Date: 2025
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s43546-024-00772-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:snbeco:v:5:y:2025:i:1:d:10.1007_s43546-024-00772-w

Ordering information: This journal article can be ordered from
https://www.springer.com/journal/43546

DOI: 10.1007/s43546-024-00772-w

Access Statistics for this article

SN Business & Economics is currently edited by Gino D'Oca

More articles in SN Business & Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().