Designing brand performance evaluation model in an online business

In recent years, the marketing discipline, particularly branding and brand performance evaluation, has garnered increased attention, especially in online businesses. This research addresses this growing need by proposing a comprehensive model for evaluating brand performance in online businesses. Employing a mixed-methods approach, the study leverages quantitative and qualitative data collection methods. The statistical population of this research in the qualitative phase was eight marketing and e-commerce experts to confirm the indicators. In the quantitative phase, 240 people were selected through random sampling to complete the questionnaire, and the analysis was done based on their results. Data collection instruments included semi-structured interviews and researcher-developed questionnaires. The questionnaire's reliability was assessed using SPSS software, yielding a Cronbach's Alpha coefficient of 0.895, indicating strong internal consistency. Subsequently, a brand performance evaluation model for online businesses was developed. Structural equation modeling (SEM) in AMOS software confirmed the model's validity, demonstrating its effectiveness in measuring the target construct within the research context. This study offers valuable novel insights for branding professionals and related organizations by presenting a robust brand performance evaluation model specifically tailored to online businesses.