Branding online 1999 vs 2019: a case study on Amazon.com

Scientific Conference on Economics and Entrepreneurship SCEE '2019: Organized within the 60th International Scientific Conference of Riga Technical University: Book of Abstracts 2019
Guna Januševska

The study explores the case of Amazon.com branding strategy before twenty years and now. The aim of the study is to find out, how one of the online sales pioneers Amazon.com has achieved its brand awareness and gained customers’ loyalty through its online efforts in 1999 and in 2019.

Keywords
Amazon.com, Brand awareness, Branding, Brand loyalty, E-commerce
Hyperlink
https://dom.lndb.lv/data/obj/771978.html

Januševska, G. Branding online 1999 vs 2019: a case study on Amazon.com. In: Scientific Conference on Economics and Entrepreneurship SCEE '2019: Organized within the 60th International Scientific Conference of Riga Technical University: Book of Abstracts, Latvia, Rīga, 9-13 October, 2019. Riga: RTU Press, 2019, pp.34-34. ISBN 978-9934-22-368-6. ISSN 2256-0866.

Publication language
English (en)