IDEAS home Printed from https://ideas.repec.org/a/spr/snbeco/v5y2025i1d10.1007_s43546-024-00772-w.html
   My bibliography  Save this article

Designing brand performance evaluation model in an online business

Author

Listed:
  • Maysam Shafiee Roodposhti

    (University of Tehran)

  • Hamideh Mojtahed Soleimani

    (University of Yazd)

  • Mohammad Zand

    (Kharazmi University)

  • Mohammadali Sharafian

    (Islamic Azad University, The Branch of Electronic)

Abstract

In recent years, the marketing discipline, particularly branding and brand performance evaluation, has garnered increased attention, especially in online businesses. This research addresses this growing need by proposing a comprehensive model for evaluating brand performance in online businesses. Employing a mixed-methods approach, the study leverages quantitative and qualitative data collection methods. The statistical population of this research in the qualitative phase was eight marketing and e-commerce experts to confirm the indicators. In the quantitative phase, 240 people were selected through random sampling to complete the questionnaire, and the analysis was done based on their results. Data collection instruments included semi-structured interviews and researcher-developed questionnaires. The questionnaire's reliability was assessed using SPSS software, yielding a Cronbach's Alpha coefficient of 0.895, indicating strong internal consistency. Subsequently, a brand performance evaluation model for online businesses was developed. Structural equation modeling (SEM) in AMOS software confirmed the model's validity, demonstrating its effectiveness in measuring the target construct within the research context. This study offers valuable novel insights for branding professionals and related organizations by presenting a robust brand performance evaluation model specifically tailored to online businesses.

Suggested Citation

  • Maysam Shafiee Roodposhti & Hamideh Mojtahed Soleimani & Mohammad Zand & Mohammadali Sharafian, 2025. "Designing brand performance evaluation model in an online business," SN Business & Economics, Springer, vol. 5(1), pages 1-37, January.
    • Handle: RePEc:spr:snbeco:v:5:y:2025:i:1:d:10.1007_s43546-024-00772-w
    DOI: 10.1007/s43546-024-00772-w
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s43546-024-00772-w
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s43546-024-00772-w?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Pragya Srivastava & Dakuri Ramakanth & Konala Akhila & Kirtiraj K. Gaikwad, 2022. "Package design as a branding tool in the cosmetic industry: consumers’ perception vs. reality," SN Business & Economics, Springer, vol. 2(6), pages 1-38, June.
    2. Sanaz Farjam & Xu Hongyi, 2015. "Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(8), pages 14-29, July.
    3. Herremans, Irene M. & Ryans, John Jr. & Aggarwal, Raj, 2000. "Linking advertising and brand value," Business Horizons, Elsevier, vol. 43(3), pages 19-26.
    4. Md. Uzir Hossain Uzir & Abu Bakar Abdul Hamid & Ishraq Jerin & Ahmad Shaharudin Abdul Latiff & Ramayah Thurasamy, 2021. "Customer satisfaction and brand loyalty to electronic home appliances in Bangladesh: the contingent role of brand trust," SN Business & Economics, Springer, vol. 1(6), pages 1-35, June.
    5. Ken Kumagai & Shin’ya Nagasawa, 2023. "Effects of perceived luxury value and use of sustainable polyester on brand trust, perceived quality risk, and consumers’ brand evaluation," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 14(2), pages 123-142, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    2. Yan Sun & Rachel Wang & Huifeng Bai & Georgina Whyatt & Tesalia Tamara Ohandi, 2024. "Perceived values of luxury fashion brands—evidence from Indonesian Millennials," SN Business & Economics, Springer, vol. 4(12), pages 1-15, December.
    3. Lee, Michael T. & Raschke, Robyn L. & Krishen, Anjala S., 2022. "Signaling green! firm ESG signals in an interconnected environment that promote brand valuation," Journal of Business Research, Elsevier, vol. 138(C), pages 1-11.
    4. Camelia-Daniela Hategan & Ruxandra-Ioana Pitorac & Vasile-Petru Hategan & Carmen Mihaela Imbrescu, 2021. "Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-15, December.
    5. Jens K. Perret & Alicia Gómez Velázquez & Audrey Mehn, 2025. "Green Cosmetics—The Effects of Package Design on Consumers’ Willingness-to-Pay and Sustainability Perceptions," Sustainability, MDPI, vol. 17(6), pages 1-20, March.
    6. Osnat Cottan-Nir, 2019. "Toward a Conceptual Model for Determining CEO Brand Equity," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 121-133, November.
    7. Adrianna Mateja & Patryk Wlekly, 2024. "Determinants of Choosing an Online Cosmetics Store: An Eye-Tracking Study on the Impact of Website Aesthetics on Purchase Decisions," European Research Studies Journal, European Research Studies Journal, vol. 0(Special B), pages 826-847.
    8. Orhan Emre Elma & Željko Stević & Mahmut Baydaş, 2024. "An Alternative Sensitivity Analysis for the Evaluation of MCDA Applications: The Significance of Brand Value in the Comparative Financial Performance Analysis of BIST High-End Companies," Mathematics, MDPI, vol. 12(4), pages 1-24, February.
    9. Zaki Muhammad ABBAS BHAYA & Basim Abbas KRAIDY JASSMY, 2018. "The Impact of Brand Equity on the Achievement Customers' Loyalty to the Brand: An Empirical Study of a Sample of Vodafone's Customers," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 3(2), pages 161-174, December.
    10. Mohammad ali Rasoulzadeh, 2018. "Investigating the Impact of Brand Names of Turkish Commodities on Customer Loyalty in Iran (Case Study of Paşabahçe Products)," European Journal of Studies in Management and Business, EUROKD, vol. 6, pages 1-9.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:snbeco:v:5:y:2025:i:1:d:10.1007_s43546-024-00772-w. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.