Record Details

Global Online Entrepreneurship and the Impact of Innovation on Brands

Emerging Markets Journal

View Archive Info
 
 
Field Value
 
Title Global Online Entrepreneurship and the Impact of Innovation on Brands
 
Creator Krom, Ipek
 
Subject Brand Loyalty, Brand Trust, Customer Satisfaction, Global Online Entrepreneurship, Innovation, Service Innovation
 
Description AbstractThe purpose of this paper is to evaluate the significance of innovation driven online entrepreneurship as well as the impact of innovation on brand trust, customer satisfaction and brand loyalty in the extent of service innovations.Global online entrepreneurship was explored on a theoretical basis and correlation and regression analyses were used in order to evaluate the impact of the innovations of Google on brand trust, customer satisfaction and brand loyalty. Furthermore correlation and regression analyses were used in order to find out the relationship between brand loyalty and brand trust and the relationship between brand loyalty and customer relationship in the extent of service industry. The results show a direct and positive relationship between innovation and brand loyalty, a direct and positive relationship between innovation and brand trust and a direct and positive relationship between innovation and customer satisfaction. Furthermore, according to the research findings brand trust and customer satisfaction have a direct and positive relationship with brand loyalty. This research is limited to Google users since it is the most popular search engine worldwide. In this article the impact of innovation on brand trust, customer satisfaction and brand loyalty was evaluated. For future research the impact of innovation on other variables of brand loyalty can be studied.The findings of this study inform the readers about the impact of brand trust, customer satisfaction and brand loyalty on innovation in the extent of service innovations driven by global online entrepreneurship. 
 
Publisher University Library System, University of Pittsburgh
 
Contributor —
 
Date 2015-11-12
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://emaj.pitt.edu/ojs/index.php/emaj/article/view/90
10.5195/emaj.2015.90
 
Source EMAJ: Emerging Markets Journal; Vol 5, No 2 (2015); 90-101
2158-8708
 
Language eng
 
Relation http://emaj.pitt.edu/ojs/index.php/emaj/article/view/90/262
 
Rights Copyright (c) 2015 EMAJ: Emerging Markets Journal