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HOW TO SUCCESSFULLY BUILD AND MANAGE A SUSTAINABLE ONLINE BRANDING? A CASE STUDY OF RABBIT AIR

Yıl 2022, Cilt: 3 Sayı: 3, 1 - 19, 15.09.2022

Xhevat Beqiri Evrim İldem Develi

https://doi.org/10.5281/zenodo.7079191

Öz

Online branding is a marketing strategy that makes use of the internet to position a company's brand in the marketplace. This is both an opportunity and a challenge, as the majority of internet business start-ups fail. The following study aims to develop a roadmap to successful online branding. Success does not happen by accident. Therefore, in-depth interviews were conducted with key personnel of Rabbit Air, one of the most rapidly expanding businesses in the United States. The research findings show that building a successful online business requires developing a strong brand identity and then supporting it with excellent customer service and a pleasant customer experience. Overall, we conclude that a brand needs to make an impact on customers’ lives and remove any unnecessary friction during their customer experience.

Anahtar Kelimeler

Online Branding Online Customer Service Customer Experience Rabbit Air

Kaynakça

  • E. Cheung, personal interview, May 24, 2022 , the company owner of Rabbit Air
  • O. Raya, personal interview, March 31, 2022 team lead and trainer at Rabbit Air
  • T. Park, personal interview, May 09, 2022 in charge of the health market at Rabbit Air
  • Aaker, D. A., & Keller, K. L. 1990 . Consumer evaluations of brand extensions. Journal of marketing, 54 1 , 27-41.
  • Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. 2015 . Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25 5 . https://doi.org/10.1108/IntR-05-2014-0146
  • Adhabi, E., & Anozie, C. B. 2017 . Literature review for the type of interview in qualitative research. International Journal of Education, 9 3 , 86-97.
  • Bansal, R. C., & Goyal, M. 2005 . Activated carbon adsorption. In Activated Carbon Adsorption. https://doi.org/10.1680/bwtse.63341.147
  • Barrett, L. F., Gross, J. J., Mayne, T. J., & Bonanno, G. A. 2001 . Emotional intelligence: A process model of emotion representation and regulation. In Emotions: Currrent issues and future directions.
  • Bennett, A. 2012 . Standards and testing: Meeting standards in filter media. Filtration and Separation, 49 2 . https://doi.org/10.1016/S0015-1882 12 70107-6
  • Bekö, G., Fadeyi, M. O., Clausen, G., & Weschler, C. J. 2009 . Sensory pollution from bag-type fiberglass ventilation filters: Conventional filter compared with filters containing various amounts of activated carbon. Building and Environment, 44 10 , 2114-2120.
  • Bergstrom, A. 2000 . Cyberbranding: Leveraging your brand on the Internet. Strategy & Leadership, 28 4 . https://doi.org/10.1108/10878570010378645
  • Berry, L.L. 2000 , “Cultivating service Brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 128-137.
  • Bhatnagar, A., & Ghose, S. 2004 . Segmenting consumers based on the benefits and risks of Internet shopping. Journal of Business Research, 57 12 SPEC.ISS. . https://doi.org/10.1016/S0148- 2963 03 00067-5
  • Bridwell, H. 2022 , Customer Experience Challenges and Solutions by CX Experts. P. 58 https://resources.clootrack.com/customer-experience-challenges-by-102-cx-experts-0
  • Blut, M. 2016 . E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92 4 . https://doi.org/10.1016/j.jretai.2016.09.002
  • Callahan, E., & Koenemann, J. 2000 . A comparative usability evaluation of user interfaces for online product catalog. https://doi.org/10.1145/352871.352893
  • Carazo Fernandez, L., Fern andez Alvarez, R., Gonzalez-Barcala, F.J., Rodríguez Portal, J.A., 2013. Indoor air contaminants and their impact on respiratory pathologies. Arch. Bronconeumol. 49, 22e27. https://doi.org/10.1016/j.arbr.2012.11.004.
  • Carpenter, P. 2000 . eBrands: Building an Internet Business at Breakneck Speed Интернет-бренды: создание электронного бизнеса с головокружительной скоростью .
  • Chiaravalle, B., & Schenck, B. F. 2014 . Branding for dummies. John Wiley & Sons.
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BAŞARILI BİR ÇEVRİMİÇİ MARKALAMA NASIL OLUŞTURULUP YÖNETİLİR? RABBIT AIR VAKA ÇALIŞMASI

Yıl 2022, Cilt: 3 Sayı: 3, 1 - 19, 15.09.2022

Xhevat Beqiri Evrim İldem Develi

https://doi.org/10.5281/zenodo.7079191

Öz

Online markalaşma, şirketlerin bir markayı internette ve pazarda konumlandırmak için kullandıkları bir yönetim şeklidir. Çoğu online tabanlı iş girişiminin başarısızlıkla sonuçlanmasından dolayı bu yöntem bir fırsat olmakla birlikte zor olarak değerlendirilmektedir. Bu araştırma, başarılı online markalaşma için bir yol haritası geliştirmeyi amaçlamaktadır. Başarı tesadüf değildir, bu nedenle, çalışmada Amerika Birleşik Devletleri'ndeki en hızlı büyüyen şirketlerden biri olan Rabbit Air'in işin temelinde olan personeliyle görüşülerek derinlemesine mülakat yapılmıştır. Bulgular, başarılı bir online işletme oluşturmanın, mükemmel müşteri hizmetleri ve sürdürülebilir müşteri deneyimi ile desteklenmesi gereken güçlü bir marka kimliği geliştirmesi gerektirdiğini göstermektedir. Sonuç olarak, bir markanın müşteri yaşamını etkilemesi ve müşteri deneyimi akışını bozabilecek gereksiz engelleri ortadan kaldırması gerekir.

Anahtar Kelimeler

Online Markalaşma Online Müşteri Hizmetleri Müşteri deneyimi Rabbit Air

Kaynakça

  • E. Cheung, personal interview, May 24, 2022 , the company owner of Rabbit Air
  • O. Raya, personal interview, March 31, 2022 team lead and trainer at Rabbit Air
  • T. Park, personal interview, May 09, 2022 in charge of the health market at Rabbit Air
  • Aaker, D. A., & Keller, K. L. 1990 . Consumer evaluations of brand extensions. Journal of marketing, 54 1 , 27-41.
  • Al-Debei, M. M., Akroush, M. N., & Ashouri, M. I. 2015 . Consumer attitudes towards online shopping: The effects of trust, perceived benefits, and perceived web quality. Internet Research, 25 5 . https://doi.org/10.1108/IntR-05-2014-0146
  • Adhabi, E., & Anozie, C. B. 2017 . Literature review for the type of interview in qualitative research. International Journal of Education, 9 3 , 86-97.
  • Bansal, R. C., & Goyal, M. 2005 . Activated carbon adsorption. In Activated Carbon Adsorption. https://doi.org/10.1680/bwtse.63341.147
  • Barrett, L. F., Gross, J. J., Mayne, T. J., & Bonanno, G. A. 2001 . Emotional intelligence: A process model of emotion representation and regulation. In Emotions: Currrent issues and future directions.
  • Bennett, A. 2012 . Standards and testing: Meeting standards in filter media. Filtration and Separation, 49 2 . https://doi.org/10.1016/S0015-1882 12 70107-6
  • Bekö, G., Fadeyi, M. O., Clausen, G., & Weschler, C. J. 2009 . Sensory pollution from bag-type fiberglass ventilation filters: Conventional filter compared with filters containing various amounts of activated carbon. Building and Environment, 44 10 , 2114-2120.
  • Bergstrom, A. 2000 . Cyberbranding: Leveraging your brand on the Internet. Strategy & Leadership, 28 4 . https://doi.org/10.1108/10878570010378645
  • Berry, L.L. 2000 , “Cultivating service Brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 1, pp. 128-137.
  • Bhatnagar, A., & Ghose, S. 2004 . Segmenting consumers based on the benefits and risks of Internet shopping. Journal of Business Research, 57 12 SPEC.ISS. . https://doi.org/10.1016/S0148- 2963 03 00067-5
  • Bridwell, H. 2022 , Customer Experience Challenges and Solutions by CX Experts. P. 58 https://resources.clootrack.com/customer-experience-challenges-by-102-cx-experts-0
  • Blut, M. 2016 . E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92 4 . https://doi.org/10.1016/j.jretai.2016.09.002
  • Callahan, E., & Koenemann, J. 2000 . A comparative usability evaluation of user interfaces for online product catalog. https://doi.org/10.1145/352871.352893
  • Carazo Fernandez, L., Fern andez Alvarez, R., Gonzalez-Barcala, F.J., Rodríguez Portal, J.A., 2013. Indoor air contaminants and their impact on respiratory pathologies. Arch. Bronconeumol. 49, 22e27. https://doi.org/10.1016/j.arbr.2012.11.004.
  • Carpenter, P. 2000 . eBrands: Building an Internet Business at Breakneck Speed Интернет-бренды: создание электронного бизнеса с головокружительной скоростью .
  • Chiaravalle, B., & Schenck, B. F. 2014 . Branding for dummies. John Wiley & Sons.
  • Dales RE, Cakmak S, Judek S, Dann T, Coates F, Brook JR, et al. Influence of outdoor aeroallergens on hospitalization for asthma in Canada. J Allergy Clin Immunol 2004;113:303–6.
  • Dayal, S., Landesberg, H. and Zeisser, M., 2000 , “Building Digital Brands”, The McKinsey Quarterly, Vol. 2, pp. 42.
  • Daniela Coppola 2022, May 27th E-commerce as share of total retail sales worldwide 2015-2025 [Infographic]. Statista. https://www.statista.com/statistics/534123/e-commerce-share-of-retail-salesworldwide/
  • Delfino RJ, Zeiger RS, Seltzer JM, Street DH, Matteucci RM, Anderson PR, et al. The effect of outdoor fungal spores concentrations on daily asthma severity. Environ Health Perspect 1997;105:622–35.
  • Derks, D., Bos, A. E. R., & von Grumbkow, J. 2008 . Emoticons and online message interpretation. Social Science Computer Review, 26 3 . https://doi.org/10.1177/0894439307311611
  • Dixon, M., Freeman, K., & Toman, N. 2010 . Stop trying to delight your customers. Harvard Business Review, 88 7–8 .
  • Emmer, M. 95 Percent of New Products Fail. Here Are 6 Steps to Make Sure Yours Don't. Retrieved 7 February 2020, from https://www.inc.com/marc-emmer/95-percentof-new-products-fail-here-are-6- steps-to-make-sure-yoursdont.html
  • European Environment Agency, 2017. Air Quality in Europe d 2017 Report. https://doi.org/10.2800/850018
  • Epure, M., & Bucea-Manea-Țoniș, R. 2017 . Branding and Leadership in the context of Circular Economy. Procedia of Economics and Business Administration, 163-172.
  • Følstad, A., & Kvale, K. 2016 . Delightful or Efficient? How Service Recovery Affects Customer Experience. ServDes.2016 Service Design Geographies; Proceedings from the Fifth Conference on Service Design and Service Innovation; Copenhagen 24-26 May 2016., 125 .
  • Frazelle, E. 2002 Supply Chain Strategy: The Logistics of Supply Chain Management, McGraw-Hill, New York.
  • Goldsmith, R. E. 2001 . eBrands: Building an Internet Business at Breakneck Speed20011Phil Carpenter. eBrands: Building an Internet Business at Breakneck Speed . Boston, MA : Harvard Business School Press 2000 . x + 301 pp, ISBN: 0‐87584‐929‐6 US$25.95 . Journal of Product & Brand Management, 10 1 . https://doi.org/10.1108/jpbm.2001.10.1.65.1
  • Gonzalez-Martin, J., Kraakman, N. J. R., Perez, C., Lebrero, R., & Munoz, R. 2021 . A state–of–theart review on indoor air pollution and strategies for indoor air pollution control. Chemosphere, 262, 128376.
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Toplam 98 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

Xhevat Beqiri Bu kişi benim

Evrim İldem Develi Bu kişi benim

Yayımlanma Tarihi 15 Eylül 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 3

Kaynak Göster

APA Beqiri, X., & Develi, E. İ. (2022). HOW TO SUCCESSFULLY BUILD AND MANAGE A SUSTAINABLE ONLINE BRANDING? A CASE STUDY OF RABBIT AIR. Working Paper Series, 3(3), 1-19. https://doi.org/10.5281/zenodo.7079191