Brand Communication in the Online Environment

Abstract

The term "brand" is becoming more and more popular among consumers, due to their growing desire to buy a reliable product, which has created a history around it and whose reputation ensures guaranteed comfort, utility, and satisfaction. A brand emphasizes the social status and increases the image of a product on the market. In this paper, we will focus on the important brands in the online environment in the home appliance industry. In this respect, we conducted quantitative marketing research to understand the behavior of consumers and their predisposition to purchase appliances through online resources.