The leader breands in online shopping and their images

Customer and purchasing attitudes of the consumer who have instant access to the information throughout the world thanks to develeopment of information, communication and internet technologies may vary, thus, it becomes extremely difficult for the companies to reach the customer which makes gathering and processing their data even more important. Any information belonging customers with internet access stands as a priceless product for the promotional activities of the companies; which makes maintenance of the companies in e-commerce, that can be defined as changing face of the trade, dependent on brading and image management. A positive image may influence consumer behaviour in a positive way while a negative one may do it in a negative way, thus, competition advantage in online medium may only be maintained and sustained by loyal customers who visit the website, purchase and even more importanly purchase a product more than once. All the abovementioned may help the company to claim top position and be deemed as market leader in the related market. Brand image that maintain advantage in competition covers product or service, consumer, facilities, accessibility, promotion, store structure, corporational factors, aftersale services and such in retailing, yet companies interact with costumers via websites in e-commerce. Connection speed, well structured content, security, accesibility, impression on the customer and many other factors may influence brand image. This dissertation entitled "Market Leaders and Their Image in Online Trading" covers three chapters two of which are in theoretical and one in research and fieldwork nature. The first chapter entitled "Online Shopping" covers a detailed description of evolution of e-commerce, similarities and differences between traditional commerce and e-commerce, new positions and professions emerging pursuant to age of e-commerce, development of it in Turkey and effects of infrastructure development work in he abovementioned, the vital relationship between internet technology and e-commerce, the effect of internet technology on e-commerce in both Turkey and the world. This chapter aims to shed light on importance of e-commerce for both customer and the company. The second chapter entitled "Market Leaders and Their Brand Image" covers a detailed description and discussion of concept of "branding", basic functions of it, its relationship with the product, principles of creating a corporational brand, successful branding campaigns by e-commerce companies and their brand image. In addition, it aims to investigate the prerequisites of market leadership through maintaining superiority in competition through differentiation strategy, while focusing on direct effect of customer satisfaction and customer loyalty in online brand image activities. Third chapter, assuming "brand images of market leaders in e-commerce ranks higher as well", covers a detailed analysis of brand images of e-commerce companies in websites. The above mentioned analysis include nine companies serving in flower commerce market in Turkey, covering the study of statistical data on website visitors and brand images of website in accordance with the predefined criteria. Analysis and study of the above mentioned imply "relative" failure of brand images of the companies analyzed while success of brand image of market leader.