Senior executives' perceptions of business-to-consumer (B2C) online marketing strategies: The case of Singapore

Abstract

This paper represents one of the first few studies on Internet marketing strategies of business-to-consumer (B2C) firms in Singapore. A survey was sent to CEOs/marketing managers of 400 firms, of which 92 usable responses were obtained. The results of hierarchical regression analyses indicate that strategies to attract customers and to relate to customers have significant positive relationships to online brand equity (defined as "a set of brand assets and liabilities linked to a brand, its name and symbol that add or subtract from the value provided by a product or service to a firm and/or to its customers"). In addition, online brand equity is positively related to financial growth. Implications of the results are discussed.