University of Twente Student Theses


Successful brands in E-commerce from a costumer point of view

Gelici, A.A. (2020) Successful brands in E-commerce from a costumer point of view.

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Abstract:Customers perceive successful E-commerce brands in a positive manner, which results in high expectations: customers expect a quick and reliable delivery, a highly available customer service and products and service of high quality. These expectations should be met by the brand to avoid harm to their reputation. A strong and clear brand image which could be related to a certain attribute, is of high importance to the perception of the (potential) customer. This research focusses on the customer perception on the three largest webshops in the Netherlands, which are, Coolblue and Zalando, based on the concepts of Brand knowledge, Product / service quality; Social media activities and Webshop appearance.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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