The Effectiveness Factor on Brand Strategy

A Case Study on Taobao’s Brand Perception for Generation Z

DOI

10.2991/assehr.k.211209.272How to use a DOI?

Keywords

Taobao; e-commercial market; brand loyalty; brand awareness; brand association; survey

Abstract

Taobao is a promise of platform, a representative of e-commerce, a famous brand that offers a place for merchants and customers to sell and buy. It is Taobao that has opened up a new era of e-commerce and brought it into people’s vision. Therefore, it is important to learn about how Taobao opened up that new era successfully and apply it to new e-commerce, especially in today’s Chinese market. Generation Z rises as consumers, who were born with access to the Internet. As the leader in many e-commerce platforms, Taobao has its unique brand perception for Generation Z. Knowing what brand strategies Taobao has used would be significante for China’s future development. This research focus more on Generation Z’s brand perception of Taobao, how Taobao’s brand awareness, and brand association would influence its brand loyalty? This paper further develops Aaker model by changing the relationship between Independent and dependent variables of the model in the structure model which start a new research direction of branding strategy. The paper used questionnaire survey to investigate Generation Z’s perception of Taobao’s brand loyalty, brand awareness, and brand association.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Junqi Han
AU  - Xin Wang
AU  - Zihan Zhu
PY  - 2021
DA  - 2021/12/15
TI  - The Effectiveness Factor on Brand Strategy
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1692
EP  - 1696
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.272
DO  - 10.2991/assehr.k.211209.272
ID  - Han2021
ER  -