 Consumer's brand preference over cyber brand and extension brandAmelia Amelia International Journal of Trade and Global Markets, 2014, vol. 7, issue 3, 175-189 Abstract: Recently, the rapid development of technology has provided many benefits to business players. Supported by that development such us invention of mobile phone and internet, caused a faster exchange of information. Also, the invention of the internet has made communication faster and cheaper. This situation led the industry world grows fast which causes a fierce competition between business players. This research examines nonprice influences on preferences for online brands and demonstrates that brand offering has influence on online brand preference through brand familiarity and brand evaluation. The data of this research were cyber and extension brands from online book stores. Amazon.com is selected for the cyber brand and GramediaOnline.com is selected for extension brand. This study uses a quantitative approach using Multiple Regression through the program SPSS 16. The samples were 200 respondents in Surabaya with non probability sampling technique. The sampling method was purposive sampling. Keywords: brand preference; brand familiarity; brand evaluation; brand offering; cyber brands; extension brands; Amazon.com; GramediaOnline.com; Indonesia; consumer preference; online brands. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijtrgm:v:7:y:2014:i:3:p:175-189 Access Statistics for this article More articles in International Journal of Trade and Global Markets from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.