Factors Affecting the Success of Online Branding: An Empirical Study

Riyad Eid, Raja Yahya Al Sharief and Laila Hussein
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Riyad Eid: United Arab Emirates University, UAE
Raja Yahya Al Sharief: King Abdul Aziz University, Saudi Arabia
Laila Hussein: Tanta University, Egypt

International Journal of Online Marketing (IJOM), 2011, vol. 1, issue 4, 20-32

Abstract: Online branding has become a crucial part of companies’ activity since the mid-90s, when internet expansion began. As internet activity starts playing bigger and greater roles in sales and marketing communications, online branding becomes more important. However, the challenge for organisations today is to advance their online business activities. To address this challenge, organisations need to understand the critical success factors for building an online brand. This paper discusses this issue proposes 9 critical factors classified into two categories and validated empirically through a sample of 150 university students. The significance, importance, and implications for each category are discussed and then recommendations are made.

Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:1:y:2011:i:4:p:20-32

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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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