Accounting & Marketing

Department of Economics and Management, Beijing Jiaotong University, Beijing, China

Publications

• Review Article   
  Construction of Brand Identity through Brand Image: An Empirical Study of Digital Marketing Intelligence, E-Consumer Behavior and Brand Trust
  Author(s): Benish Shabbir* and Qiu Xiaodong
  
  This study explores the construction of brand identity through brand image as well as observes the E-consumer behavior regarding brand trust after theoretical analysis through literature. Both qualitative and quantitative approaches adopted for this research study. For qualitative approach, data has been collected through interviews, telephonic and email discussion. There were also conducted round table conferences for data collection purpose. On the other hand, for quantitative approach, data was collected through questionnaires. This research study discovered the significance of brand identity through brand image. It also explored the positive relationship of digital marketing intelligence and E-consumer behavior while digital marketing intelligence, E-consumer behavior and brand trust has a strong bound. If it is said that “E-consumer behavior and brand tr.. Read More»
  DOI: 10.37421/2168-9601.2023.12.421

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