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

YAO Huili, GUO Fengjuan, WANG Shanshan

Abstract


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

Keywords


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

Full Text:

PDF


DOI: http://dx.doi.org/10.3968%2Fj.ibm.1923842820130801.1050

Refbacks

  • There are currently no refbacks.


Reminder

How to do online submission to another Journal?

If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures
Address: 730, 77e AV, Laval, Quebec, H7V 4A8, Canada

Telephone: 1-514-558 6138
Http://www.cscanada.net
Http://www.cscanada.org
E-mail:caooc@hotmail.com