E-Marketing Strategies for Changing Brand Perception – A Case Study of Nike (2016)

E-Marketing Strategies for Changing Brand Perception Dissertation – 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 the strategies of E-marketing are found to be effective as in this era; customers are more related to the technology this is why E-marketing supports in the quick expansion of product. The dissertation 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 dissertation 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 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 dissertation.

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

• 12,000 words – 60 pages in length
• Excellent use of literature
• Excellent analysis of subject area
• Well written throughout
• Includes questionnaire
• Ideal for marketing students

1 – Introduction

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

Appendix
Questionnaire