Analysis of Website Performance Dependence on Global Brand Value

Abstract

Brands are a contemporary phenomenon, and their significance goes far beyond the mere effort of a manufacturer to distinguish himself from a competing product or service. Over the last decades, brands have become a symbol of quality and value they represent. Among other things, they managed to gain considerable control over the consumer behaviour of many people. That is why companies realize that it is important to create a brand equity and continue to build the created value in today’s competition. Different aspects are involved in the measurement of brand value and its financial valuation. In this paper, we focused only on the composed valuation methods, where the total brand value consists of gross financial value and the quantification of soft marketing factors as well. The aim of this contribution is to answer the research question if there are some website metrics, which affect the brand value determined in this way. For answering this issue, hypotheses expressing the existence of a statistical dependence of basic website metrics on the brand value have been identified. Based on statistical testing of established hypotheses, we have confirmed the existence of website metric with greater impact on brand value.