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Factors Affecting the Success of Online Branding: An Empirical Study

Author

Listed:
  • Riyad Eid

    (United Arab Emirates University, UAE)

  • Raja Yahya Al Sharief

    (King Abdul Aziz University, Saudi Arabia)

  • Laila Hussein

    (Tanta University, Egypt)

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.

Suggested Citation

  • Riyad Eid & Raja Yahya Al Sharief & Laila Hussein, 2011. "Factors Affecting the Success of Online Branding: An Empirical Study," International Journal of Online Marketing (IJOM), IGI Global, vol. 1(4), pages 20-32, October.
    • Handle: RePEc:igg:jom000:v:1:y:2011:i:4:p:20-32
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