e-retail branding by grounded theory

Authors

1 University of Tehran,

2 Islamic Azad University- Science and Research Branch

Abstract

After entering the business activities on the online business environment and increasing financial opportunity of this environment, competition between on line companies for maximizing use of resources increased. So most of practitioners in online business scope believe that brand and branding is the best competitive advantage for e-retailers. This has resulted in more attention to branding strategies and principle in cyberspace by e-retailers. This research has been done due to the rapid growth of online retail business in the country of Iran 8.The purpose of this research was to provide a model for online retail branding according to virtual business structure of Iran to supply the rapid growth of online branding. In this study for accessing the model of e-retail branding has been used qualitative method of Grounded theory. The rational for collecting data in this way, is semi-structured interview. This interviews done with key informants from the internet e-retail branding that worked in e-retail store. The method of collecting data from interviews used three way of coding as open Coding, axial and selective coding. After doing these steps the final method gained. In this study interviews continues until theoretical   saturation. In the process of doing this study, try to regard all the circumstances that connected with the central phenomenon of research then with this consideration expressed the final model of e-retail branding.

Keywords

New Marketing Research Journal
Volume 6, Issue 2 - Serial Number 21
September 2016
Pages 188-167

Files

History

  • Receive Date: 21 November 2016
  • Revise Date:
  • Accept Date: 21 November 2016

Share

How to cite

Statistics