Research on the Brand Niche Overlap of the B2C Websites: A Case of four Online Cosmetics Stores

YAO Huili, GUO Fengjuan, WANG Shanshan


This paper uses theories in ecology for resource competition to study the brand competition in business. It provides a quantitative method to measure brand breadth and brand overlap and examines their relationships with brand competition. Four Chinese online Cosmetics stores are used as examples to illustrate the utility of the proposed method in evaluating their degree of competition. This study can help companies identify main competitors in the industry and the main aspects that they are competing in.
Key words: Brand niche; Brand niche breadth; Brand niche overlap; Online cosmetics stores brand


Brand niche; Brand niche breadth; Brand niche overlap; Online cosmetics stores brand

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