Global Online Entrepreneurship and the Impact of Innovation on Brands

Authors

  • Ipek Krom Beykent University, TURKEY

DOI:

https://doi.org/10.5195/emaj.2015.90

Keywords:

Brand Loyalty, Brand Trust, Customer Satisfaction, Global Online Entrepreneurship, Innovation, Service Innovation

Abstract

Abstract

The purpose of this paper is to evaluate the significance of innovation driven online entrepreneurship as well as the impact of innovation on brand trust, customer satisfaction and brand loyalty in the extent of service innovations.Global online entrepreneurship was explored on a theoretical basis and correlation and regression analyses were used in order to evaluate the impact of the innovations of Google on brand trust, customer satisfaction and brand loyalty. Furthermore correlation and regression analyses were used in order to find out the relationship between brand loyalty and brand trust and the relationship between brand loyalty and customer relationship in the extent of service industry. The results show a direct and positive relationship between innovation and brand loyalty, a direct and positive relationship between innovation and brand trust and a direct and positive relationship between innovation and customer satisfaction. Furthermore, according to the research findings brand trust and customer satisfaction have a direct and positive relationship with brand loyalty. This research is limited to Google users since it is the most popular search engine worldwide. In this article the impact of innovation on brand trust, customer satisfaction and brand loyalty was evaluated. For future research the impact of innovation on other variables of brand loyalty can be studied.The findings of this study inform the readers about the impact of brand trust, customer satisfaction and brand loyalty on innovation in the extent of service innovations driven by global online entrepreneurship.

 

Author Biography

Ipek Krom, Beykent University, TURKEY

Ipek Krom is an Assistant Professor in the Department of Public Relations and Advertisement in T.C. Beykent University in Istanbul, Turkey. She has been a faculty member in T.C. Beykent University since 2014.

 

 

Ipek Krom was born in Istanbul on in 1976.  She studied Communication in Linfield College in OR, USA between 1995-2000. She received her bachelor’s degree from T.C. Beykent University in the field of cinema-TV in 2002. She received her master’s degree from Marmara University in the field of advertisement and publicity in 2007. She completed her Phd at Marmara University in the field of advertisement and publicity. She was the Advertisement and Public Relations Executive of two prominent shopping malls and various trade centers in between 2007 and 2008. She thought a creative writing class in Yeditepe University in 2008-2009 academic year. She teaches theoretical lessons like Introduction to Public Relations and Advertisement, New Media and Marketing, Brand Communication Management as well as applied courses like Public Opinion Research, Public Relations and Advertisement Campaign Projects and Mass Media Writing. Her research interests lie in the area of innovation, entrepreneurship, brand management, new media, and mass media writing.

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Published

2015-11-12

Issue

Vol. 5 No. 2 (2015)

Section

Articles

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