The significances of trade name and trade name equity are of far-reaching significance in marketing scientific discipline and, in the last decennary, their importance has received much attending in the literature ( Aaker, 1991 & A ; 1996 ; Keller, 1993 & A ; 1998 ) . However, mensurating trade name equity and measuring selling intercessions besides deserve the same attending in footings of their ability to heighten trade name value. Due to its extremely intensive competitory nature, today ‘s market place suggests that directors have identified the demand to heighten the strength of their trade names in the heads of the consumers in order to last in such a market place ( Aaker, 1996 ; Keller, 1998 ) .
There have been two general motives for analyzing trade name equity ( Keller, 1993 ) . One is the financially-based motive to gauge the value of a trade name more exactly for accounting intents in footings of plus rating for the balance sheet or for amalgamation, acquisition or divestiture intents. The other ground for us to analyze trade name equity is because of strategic focal point, which can do betterment of the selling productiveness.
Sing to higher costs, greater competition, and flattening demand in many markets, houses seek to increase the efficiency of their selling disbursals ; as a effect, sellers need a more thorough apprehension of consumer behavior.
There are many different definitions of trade name equity in the literature ( Aaker, 1991 ; Keller, 1993 ; Erdem and Swait, 1998 ; et Al ) , although all the definitions of trade name equity portion the same sight that the trade name ‘s value to a house is created through the trade name ‘s consequence on consumers. There are many consumer based construct when mentioning to this position, such as trade name associations by Aaker ( 1991 ) , trade name cognition by Keller ( 1993 ) and perceived trade name information by Erdem and Swait ( 1998 ) . They besides agree that the trade name equity can roll up over clip through procedure that consumer learn and do determination. Therefore, the consumer acquisition and determination devising procedure is of import and helpful for us to larn how trade name equity is shaped and drived by it. To turn to this, legion surveies of trade name equity have been conducted from a consumer-based position.
The concern universe is divided into the physical ( offline ) universe and the practical ( online ) universe, harmonizing to Rayport and Sviokla ( 1995 ) . Brand equity is non merely of import for traditional selling but is besides a really of import consideration for e-commerce and all kinds of e-marketing strategies, whether it online stores or other services.
With respect to the development of e-commerce, there is a great trade of published research. However, much of the research on consumer-based trade name equity varies harmonizing to the industry context ; most of it deals with either the efforts to value trade name equity or with the efforts to understand more about the construction of trade name equity for selling intents, although surveies concentrating on the online context are scarce. This country has engaged a few writers ( Page and Lepkowska-White, 2002 ; Na and Marshall, 2005 ; Christodoulides, De Chernatony et al. , 2006 ; Rios and Riquelm, 2008 ) . But the systematic surveies are less than common, and scarce in footings of empirical testing. Hence, more surveies concentrating on on-line trade name equity are required and would besides be meaningful.
The cardinal aim of the present survey was to mensurate the online trade name equity from a consumer position with research concentrating on the UK on-line manner retail merchant ASOS. The sub-goals are as follows:
Researching the definition of trade name and trade name equity, and on-line trade name equity
Determining the importance of trade name equity for online trade names
3 ) Identifying the trade name equity measuring ;
4 ) Analyzing the trade name equity theoretical account in an on-line context with ASOS as the instance company
In order to supply a better apprehension of the trade name equity measuring in the on-line manner retail context, the following subdivision will supply a general background to online manner retailing and explicate why we are analyzing trade name equity in this sector in peculiar.
The significance of the online vesture retailing sector within the economic system can non be ignored. On-line manner retailing has shown considerable growing over the past few old ages and on-line vesture gross revenues in Europe are increasing even faster ( Cox, 2002 ) . Online vesture retailing is a well-established gross revenues channel in most developed states. For case, figures from the Synergistic Media in Retail Group ( IMRG, 2005 ) indicate that online grosss for manner goods have been turning at 25-30 per cent a twelvemonth since 2000, and the retail manner market in the UK in entire amounted to ?37 billion in 2004 ( Mintel, 2005b ) ; manner has been identified as the fastest-growing online sector in the UK, stand foring 9 per cent of all on-line British retailing ( Ashworth et al. , 2005 ) . In 2008, vesture was the fastest-growing merchandise type to be sold online, both in the UK and the USA. In the UK market, on-line manner gross revenues have grown strongly during the economic downswing. An estimated 5 % of vesture is purchased online and professionals forecast that this will increase to 10 % in the following 2 to 3 old ages ( Keynotes, 2009 ) . For illustration, the taking online vesture retail merchant ASOS reported ‘buoyant ‘ trading conditions despite the intensifying recession, and gross revenues doubled to ?165m in the 12 months stoping 31st March, which prompted the company to foretell that its pre-tax net income would come in somewhat above the forecast figure of ?13.7m ( Keynotes, 2009 ) . ASOS is one of the UK ‘s prima on-line manner trade names. Established in 2000, ASOS has become the market leader in UK on-line manner retailing and has established a high-profile trade name, built up within 10 old ages. ASOS is one of the largest independent on-line manner and beauty retail merchants, who provides more than 35,000 private trade name and branded merchandises ( ASOS Annual Report 2009 ) .
Shoping online for vesture merchandises is deriving in popularity ; in line with the addition in consumer disbursement on manner goods online, an increasing academic involvement is bit by bit get downing to emerge in manner e-retailing. Marciniak and Bruce ( 2006 ) chapter on manner e-retailing is a good sum-up sing this. Empirical work on manner e-retailing can be by and large grouped into three classs: consumer behavior, website design and quality, and on-line scheme. Much of the work relates to consumer behavior issues affecting online purchases, for illustration designation of consumer features that may take them to do online vesture purchases ( Goldsmith and Goldsmith, 2002 ; Goldsmith and Flynn, 2004 ; Goldsmith and Flynn, 2005 ; Kim and Kim, 2004 ) ; some surveies have examined cross-channel shopping behavior affecting manner purchases via the high street, catalogue and online ( Nicholson et al. 2002 ; Lu and Rucker, 2006 ) . Meanwhile, other work has focused on the constituents of manner web site design and manner website quality ( Tamimi, Rajan and Sebastianelli 2003 ; Jang and Burns, 2004 ) together with consumer perceptual experiences of these ( Kim and Stoel, 2004 ; Kim, Kim andA Lennon 2007 ) . Nevertheless, work is once more get downing to emerge on online stigmatization and scheme ( Marciniak and Bruce, 2004 ; Ashworth et Al. 2005 ; Marciniak and Bruce, 2005 ; Salmeron and Hurtado, 2005 ; Jennifer Rowley 2009 ) .
Furthermore, this important addition in manner retailing, ensuing in the rise of the retail merchant as a trade name, is one of the most of import tendencies in retailing. Bridson and Evans ( 2004 ) deemed that, if the manner retail merchant more focal points on the trade name, the more competitory advantage of its offering than other rivals. There is some grounds that trade name acquaintance, experience and cognition may act upon on online dress purchase. Park and Stoel ( 2005 ) found that acquaintance with trade names offered online, together with old experience of shopping online, influenced perceptual experiences of the hazard associated with shopping online, every bit good as purposes to buy online. Retailers such as The GAP and their sister shops Banana Republic and Old Navy have a such a strong trade name name that the mean consumer does non do a differentiation between shop and trade name ( Editorial, 2004 ) . Understanding the image of the retail merchant as a trade name or how brands impact its image are of import issues. However, no survey has been conducted on trade name equity measuring in pattern for on-line manner retailing. As stated antecedently, clear uping the trade name value through an apprehension of consumer behavior will assist in farther stigmatization and selling activities, and this research spread needs to be addressed. In order to make so, the following subdivision will sketch the construction of this research.
Structure of this paper
This research is organized into six parts, which are briefly set out as follows:
This chapter provides an debut to the research, including the background to the survey, designation of the job, and research aims ; the research inquiry will be proposed, and the definitions of cardinal footings will be highlighted.
This chapter presents a reappraisal of the literature on trade name equity: the importance of trade name and trade name equity ; the drivers of trade name equity definition ; the development of measuring attacks ; and the engagement of on-line trade name equity.
This chapter is about the pick of measurings used. First, we explain the grounds behind our pick of theoretical account to prove, and its advantages and disadvantages ; so, we examine the concepts of the theoretical account and the literature back uping the development of the theoretical account ‘s dimensions.
This chapter explains the research methodological analysis of the survey. It will show the informations aggregation procedure and the analysis methods of the survey. First, we reaffirm the aim of the research, and so travel on to the research doctrine, attack, scheme, and informations aggregation and analysis, to assist the reader understand how the research has progressed.
In this chapter, foremost the research findings sing respondents ‘ features are presented ; secondly, model will be tested and the consequences of the trial will be discussed in item: the scrutiny of informations normalcy, model appraisal and the alteration of the model, and presentation of the consequences. At the terminal of this portion, analysis is given associated with old research.
A brief decision is given to reaffirm the part of this research. The range and restrictions of the survey are besides discussed. Deductions for future research are demonstrated at the terminal of the work.