• The Impact of Presence in Global Online Marketplace on Global Brand Awareness

    Author(s):
    Valeria Garcia (see profile)
    Date:
    2021
    Item Type:
    Article
    Tag(s):
    Global Brand awareness, Global Online Marketplace, Small and Medium Enterprises (SMEs)
    Permanent URL:
    http://dx.doi.org/10.17613/2pwn-aj11
    Abstract:
    The worldwide accessibility of e-commerce marketplaces enables a business to swiftly and inexpensively test and enter new foreign markets. The global digital marketplace enables enterprises to connect with customers from all over the globe, creating incredible prospects for development and expansion, leading to brand awareness globally. This research seeks to examine the impact that the presence of enterprises in the global online marketplace makes on global brand awareness. A multiple regression model has been applied using the data from 122 small and medium enterprises in the USA. The results show that global brand awareness significantly increases when a business is present in global online marketplaces. Additionally, this research measures the impacts of total sales and advertisement expenditures on global brand awareness. The results suggest that both variables positively impact global brand awareness. According to the findings of this study we recommend small business owners enter global online marketplaces to boost their global brand awareness.
    Notes:
    How to Cite Garcia, V. . (2021). The Impact of Presence in Global Online Marketplace on Global Brand Awareness. Journal of Modern Issues in Business Research, 1(1), 1–13. Retrieved from https://international-journals.website/index.php/JMIB/article/view/3
    Metadata:
    Published as:
    Journal article    
    Status:
    Published
    Last Updated:
    2 years ago
    License:
    Attribution-NonCommercial

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