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Home»Articles»Key Factors for Online Branding Success in India: An ISM Approach

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Asian Journal of Engineering and Applied Technology (AJEAT)

Editor Dr. Seshadri Ramkumar
Print ISSN : 2249-068X
Frequency : Quarterly

Key Factors for Online Branding Success in India: An ISM Approach

Author : Mandeep Kaur
Volume 9 No.1 January-June 2020 pp 42-50

Abstract

In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.

Keywords

Online Branding, Interpretative structural modeling, Critical Success factors.

Full Text:

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Asian Journal of Engineering and Applied Technology is a peer-reviewed International research journal aiming at promoting and publishing original high quality research in all disciplines of engineering and applied technology. All research articles submitted to AJEAT should be original in nature, never previously published in any journal or presented in a conference or undergoing such process across the world. All the submissions will be peer-reviewed by the panel of experts associated with particular field. Submitted papers should meet the internationally accepted criteria and manuscripts should follow the style of the journal for the purpose of both reviewing and editing.

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In today’s digital age it is essential to analyse the factors that influence the success of online branding. Pure play e-tailer, Brick and mortar, click and mortar companies are required to follow online branding strategy. As online branding is the need of the hour companies are moving on the track where the ultimate destination is to adopt online branding as the strategy to stay ahead. Online branding is moving at the pace of the light. To keep up, companies need a robust foundation with the judgment to think precariously about the critical success factors for online branding. The purpose of the paper is to identify factors that influence the success of online branding, interrelationship among those factors and categories them in line with its driving and dependence power. These factors will help to prepare the model for companies who are planning to go for online branding strategy. Interpretative Structural Modelling approach is used to construct this model. The result found that both online factors and offline factors influence the success of online branding. Future research may endeavour to statistically validate the proposed model and may also expand the model by suggesting other factors that are influencing the success of online branding. Little research has investigated the interrelationship among factors which are affecting the success of online branding and thereby inducing companies to go for online branding. In addition the present paper contributed insights developed from the model that would help companies in taking decision related to online branding.

Editor-in-Chief
Dr. Seshadri Ramkumar
Department of Environmental Toxicology, Texas Tech University, Texas
[email protected]
Editorial Advisory Board
Dr. Kamarul Ariffin Bin Noordin
Department of Electrical Engineering, University of Malaya, Malaysia
[email protected]
Dr. Benjamin T.F. Chung
Department of Mechanical Engineering, University of Akron, Akron, USA
[email protected]
Dr. Mohd Faiz Bin Mohd Salleh
Department of Electrical Engineering, University of Malaya, Malaysia
[email protected]
Dr. Suhana Binti Mohd Said
Department of Electrical Engineering, University of Malaya, Malaysia
[email protected]
Dr. Norrima Binti Mokhtar
Department of Electrical Engineering, University of Malaya, Malaysia
[email protected]
Dr. Mohamadariff
Department of Electrical Engineering, University of Malaya, Malaysia
[email protected]

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    Editorial Note

    Editorial Dr. Seshadri Ramkumar

    Editor-in-Chief
    Dr. Seshadri Ramkumar
    Department of Environmental Toxicology, Texas Tech University, Texas
    [email protected]
    Editorial Advisory Board
    Dr. Kamarul Ariffin Bin Noordin
    Department of Electrical Engineering, University of Malaya, Malaysia
    [email protected]
    Dr. Benjamin T.F. Chung
    Department of Mechanical Engineering, University of Akron, Akron, USA
    [email protected]
    Dr. Mohd Faiz Bin Mohd Salleh
    Department of Electrical Engineering, University of Malaya, Malaysia
    [email protected]
    Dr. Suhana Binti Mohd Said
    Department of Electrical Engineering, University of Malaya, Malaysia
    [email protected]
    Dr. Norrima Binti Mokhtar
    Department of Electrical Engineering, University of Malaya, Malaysia
    [email protected]
    Dr. Mohamadariff
    Department of Electrical Engineering, University of Malaya, Malaysia
    [email protected]

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