Business Commons^™

Marketing Strategies To Alleviate Risk And Build Trust For Emerging Online Brands: Case Of An Asian Cosmetic Brand Entering Into The Usa, Sarah Song Southworth, Minjeong Kim

Faculty Publications - College of Business

Despite the growth of emerging brands launching their businesses online as their first retail channel, there is a lack of understanding regarding effective marketing strategies specific to them. The present research offers marketing strategies to alleviate risk and build trust, with a particular focus on emerging online fashion brands. The study examines how familiar cues such as store name and brand origin can be used to construct a perception of quality around an unfamiliar brand in order to alleviate risk and build trust. The researchers also observe how consumers’ online purchase experience with a particular product category influences how their …