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 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 a quantitative marketing research to understand the behaviour of consumers and their predisposition to purchase appliances through online resources.