AZƏRBAYCANDAKI ELEKTRON KOMMERSİYA ŞİRKƏTLƏRİNİN BRENDLƏŞMƏ PROSESİNİN İSTEHLAKÇILAR BAXIMINDAN DƏYƏRLƏNDİRİLMƏSİ
EVALUATION OF THE BRANDING PROCESS OF ELECTRONIC COMMERCE COMPANIES IN AZERBAIJAN FROM THE CONSUMER'S POINT OF VIEW

Summary/Abstract: At the time when e-commerce is expanding, newly established e-commerce companies aim to create a high-level brand image in the eyes of consumers by differentiating their brands from other brands and adapting to the requirements of the modern era. For this purpose, they try to formulate separate strategies related to brand management while creating relationships with consumers. Especially in the process of marketing communication, the presence of various communication opportunities is one of the factors that increase the importance of the brand management process. The main purpose of the study is to provide support for the branding process of e-commerce companies in Azerbaijan, and based on the results obtained from the study, to give these companies suggestions on developing the right strategy. In addition, the relationship between macro awareness, brand image, brand loyalty, and brand quality is investigated. In the study, the effect of brand awareness on other variables was checked, and it was found to have a positive and significant effect. Based on these results, it was concluded that e-commerce companies can become a strong brand and reach more customers, a special loyal customer segment, thanks to the right strategies they build on brand awareness, brand quality and image.

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