The impact of the brand value on elektronic commerce: A comparative study

Due to the increasing competition, the facilitation of accessibility along with the increasing importance of quality in the globalizing world the consumers' brand perception has been re-formed. These changes occuring in the kinds of shopping accelerate the transition to a new economy, computers and internet Networks have moved today's business concept of the new economy to an essential point. Since nowadays, almost everyone has access to the internet, companies are working hard on being preferred. But being preferred comes along with creating strong brands and brand values. In this sense, the impact of electronic commerce on the brand value has created an important study subject. This study is about how and how much the concept of brand value in the mind of the consumer has been changed through electronic commerce. Signs expressing this change also shedlight on the consumers' turn from a very classical way of shopping to electronic, shopping on the internet according the demographic characteristics of the population. The effects of the rapidly developing electronic commerce industry on the customer's brand value comprehension has been analyzed in this study while applied surveys and analysis results have been commented. 118 voluntary internet shoppers participated on the survey for this research. The survey results have been analyzed by factor analysis, T-tests, ANOVA along with correlation analysis. It has been observed in the study that the customers' attention and importance given to brands are increasing also based on the impact of electronic trade that should not be underestimated. Key Words: Electronic Commerce, Brand, Brand Value