Dissertation E-Marketing Strategies

E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike

E-marketing manages to promote the product across the globe so that required market can be grabbed in a short interval of time. Academics suggest that e-Marketing strategies are found to be effective in this era as customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The study is based on the case of Nike and its consumers, therefore the target respondents of the study included the consumers of the brand Nike.

In addition to this the marketing managers of Nike were also participants if the research since their views were important for evaluating the online marketing strategies used by a brand and its impact realized at the company’s end. A comparison of traditional approach and modern approach of marketing has also been presented to assess that which marketing communication channel is appropriate for an organization and what are the benefits an organization can acquire after the application of modern marketing approach. This study supports in understanding the involvement and impact of involving technology in the marketing procedures; the impact of such practices in the advancement of the sales of the firm is also stated as the scope of the study.

E-Marketing Strategies Dissertation
E-Marketing Strategies Dissertation

The assessment of the impact of E-marketing in shifting the customer’s perception is the significant fact that further supports in understanding the importance of advanced technologies in marketing. In this era, internet has become the basic tool that has been used by the customers for their daily routine affairs; internet is known as basic implement that has been expended for communication, business, shopping and other affairs. Moreover, in this study, the impact of different strategies such as emailing, text messaging and visual messaging on the consumers’ brand perception is realized through this study.

Dissertation Objectives

In order to conduct the research, it is important to create some objectives based on which the conclusions and analysis can be made. The objectives of the research are cited below:

  • To study the conceptual framework of e-Marketing tools used by organizations
  • To highlight the use of e-Marketing by organizations to boost brand image
  • To analyse the impact of e-Marketing on the brand image of Nike
  • To present a set of recommendations to Nike on how to improve their brand image and use e-Marketing tools

1 – Introduction
Background of the Study
Problem Statement
Research Aim
Research Objectives
Research Question
Scope of the Study
Motivation of the study
Outline of the study

2 – Literature Review
Concept of E-Marketing
Traditional Marketing in contrast with E-Marketing
Framework of E-marketing Tools and Techniques
Strategies of E-Marketing
Advantages and Disadvantages of E-Marketing
Brand Image
Brand Perception of Customers
E-Marketing and Brand Image Integration
Benefits of E-Marketing and Brand Image Integration
Chapter Summary

3 – Methodology
Research Framework
Customers’ brand Perception
E-marketing Strategies
Email technique
Visual illustration of text message
Means for social sharing
Hypothesis Generation
Pilot testing
The Variables and Measurements
Sampling and Data
Sample Selection
Sample Size
Description of Data
Data Collection Instruments
Techniques for Data Analysis
Ethical Consideration

4 – Data Analysis
Reliability test
Descriptive Frequency Analysis
Regression analysis
Hypothesis assessment

5 – Discussion
Discussion

6 – Conclusion
Findings of the Study
Area of Future Studies
Recommendations
Limitations of the research

References

Appendices
Questionnaire

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Loyalty Cards

An Exploration into The Relationship Between Brand Trust and Use of Loyalty Cards – A Case Study of Tesco

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This dissertation seeks to evaluate the relationship between brand trust and loyalty cards and show the impact of loyalty cards on brand trust of customers. In context to carry out the investigation, it has explained the facets of brand trust, customer satisfaction, perceived value and customer loyalty. The research is a quantitative, deductive study where primary data have been collected from three stores of Tesco Plc., in the UK (Birmingham Region) through the survey questionnaire method.  The research has assumed Uncles’ Research Model (2002) in the background and has modified it according to the objectives of the research. The questions in the questionnaire are mostly close-ended questions based on Likert Scale Rating which has been analysed through factor percentage analysis method. The research has successfully identified 4 factors with various sub factors and established the suggested research framework through justified literature review and data evidences, based on the conceptual model of Uncles’ et al. (2002). It has also accomplished all the  four research objectives showing that loyalty programs are considerably effective in earning trust from old and new customers by perceptible and imperceptible constituents, which can be explained both in behavioural and attitudinal aspects.  This research has also considered several literature gaps which were present earlier and tried to answer several of them.

Loyalty Cards Dissertation
Loyalty Cards Dissertation

The main purpose of this research dissertation is to evaluate the relationship between brand trust earned through loyalty cards used in many conventional retail stores. Many companies have now adopted the practice of loyalty cards because they consider this an excellent way of earning trust from customers and creating a special bond with them.This in turn helps in the retainment of old customers and also creates a good reputation in the market. The loyalty card system gives some privilege facilities to the member customers because they get bonus points and discount offers on products. This study will delve deeply into the concept of brand trust, the effects of loyalty cards in relationship marketing and the impact of loyalty cards on brand trust in reality, by considering the case study of Tesco and their Loyalty Club Card facilities for the UK customers. The main aim of the research is to evaluate and find out the relationship between brand trust and loyalty cards. It will identify and evaluate whether loyalty cards can confer brand trust in the customers. To fulfil the main aim, the following objectives will be further accomplished;

  • To investigate the impact of loyalty cards on brand trust of customers by a questionnaire analysis of Tesco club card members from three different stores in the UK
  • To critically evaluate the effectiveness of loyalty programs in increasing the perceived values and customer satisfaction which contributes to brand trust
  • To test the hypothetical assumptions regarding the relationship between loyalty programs, perceived values and brand trust
  • To prove that loyalty programs offer a good index of customer brand trust
  • The survey results will be interpreted through percentage analysis and deductive reasoning, thus proving the suggested theoretical assumptions