Transcript
Customer
based
brand
equity
model
of
E-‐Bay
An
Analysis
of
CBBE
model
for
eBay.com
08D1652-‐
Siddharth
Jain
and
08D1656-‐
Tom
George
INTRODUCTION
eBay
Inc.
is
an
American
Internet
company
that
manages
eBay.com,
an
online
auction
and
shopping
website
in
which
people
and
businesses
buy
and
sell
a
broad
variety
of
goods
and
services
worldwide.
Founded
in
1995,
eBay
is
one
of
the
notable
success
stories
of
the
dot-‐com
bubble;
it
is
now
a
multi-‐billion
dollar
business
with
operations
localized
in
over
thirty
countries.
eBay
expanded
from
its
original
"set-‐time"
auction
format
to
include
"Buy
It
Now"
standard
shopping;
shopping
by
UPC,
ISBN,
or
other
kind
of
SKU
(viaHalf.com);
online
classified
advertisements
(via
Kijiji
or
eBay
Classifieds);
online
event
ticket
trading
(via
StubHub);
online
money
transfers
(via
PayPal)
and
other
services.
ITEMS
It
deals
in
collectibles,
decor,
appliances,
computers,
furnishings,
equipment,
vehicles,
and
other
miscellaneous
items
are
listed,
bought,
or
sold
daily
on
eBay.
In
2005,
eBay
launched
its
Business
&
Industrial
category,
breaking
into
the
industrial
surplus
business.
Generally,
anything
can
be
auctioned
on
the
site
as
long
as
it
is
not
illegal
and
does
not
violate
the
eBay
Prohibited
and
Restricted
Items
policy.
Services
and
intangibles
can
be
sold,
too.
Large
international
companies,
such
as
IBM,
sell
their
newest
products
and
offer
services
on
eBay
using
competitive
auctions
and
fixed-‐priced
storefronts.
Separate
eBay
sites
such
as
eBay
US
and
eBay
UK
allow
the
users
to
trade
using
the
local
currency.
Software
developers
can
create
applications
that
integrate
with
eBay
through
the
eBay
API
by
joining
the
eBay
Developers
Program.
In
June
2005,
there
were
more
than
15,000
members
in
the
eBay
Developers
Program,
comprising
a
broad
range
of
companies
creating
software
applications
to
support
eBay
buyers
and
sellers
as
well
as
eBay
Affiliates.
Controversy
has
arisen
over
certain
items
put
up
for
bid.
For
instance,
in
late
1999,
a
man
offered
one
of
his
kidneys
for
auction
on
eBay,
attempting
to
profit
from
the
potentially
lucrative
(and,
in
the
United
States,
illegal)
market
for
transplantable
human
organs.
On
other
occasions,
people
and
even
entire
towns
have
been
listed,
often
as
a
joke
or
to
garner
free
publicity.
In
general,
the
company
removes
auctions
that
violate
its
terms
of
service
agreement.
AUCTION
TYPES
eBay.com
offers
several
types
of
auctions.
§ Auction-‐style
listings
allow
the
seller
to
offer
one
or
more
items
for
sale
for
a
specified
number
of
days.
The
seller
can
establish
a
reserve
price.
§ Fixed
price
format
allows
the
seller
to
offer
one
or
more
items
for
sale
at
a
Buy
It
Now
price.
Buyers
who
agree
to
pay
that
price
win
the
auction
immediately
without
submitting
a
bid.
§ Fixed
price
format
with
best
offer
allows
the
seller
to
accept
best
offers.
If
a
buyer
submits
a
best
offer,
the
seller
either
rejects
or
accepts
the
best
offer.
If
the
best
offer
is
not
satisfactory,
a
seller
may
submit
a
counter
offer
to
the
buyer.
Best
offer
is
not
available
for
auction
style
listings.
In
addition,
best
offer
is
not
available
in
every
category.
Sellers
also
meet
specific
requirements
in
order
to
sell
with
best
offer.
The
CBBE
Model
of
eBay
1) Brand
salience
The
brand
has
customized
and
made
its
websites
region
wise
so
that
the
people
of
those
regions
are
able
to
understand
the
website
very
easily
and
get
a
homely
feeling
at
the
time
of
using
the
site.
For
e.g.
eBay.in
has
been
especially
for
the
consumers
of
India.
The
availability
of
used
as
well
as
new
products
along
with
the
availability
of
collectible
and
practical
goods
makes
it
on
top
of
the
list
for
the
consumers.
There
is
also
a
person
to
person
as
well
as
a
merchant
to
person
interaction
which
makes
it
even
more
unique
for
the
consumers
as
this
kind
of
things
is
normally
not
performed
by
the
other
companies.
2) Brand
Performance:
a) The
company
provides
a
guarantee
that
the
items
in
the
site
are
not
stolen
nor
they
are
used
by
anyone
before
being
sold
out
in
the
company’s
website.
b) The
company
promises
a
timely
delivery
of
the
product
within
a
time
span
of
2-‐3
days.
This
varies
from
place
to
place
of
delivery
and
the
time
the
ordered
has
been
made.
c) The
customer
is
assured
that
the
product
will
reach
him
will
be
in
full
warranty
or
guarantee
as
per
the
companies
policy.
So
the
customer
doesn’t
need
to
worry
about
expired
or
broken
products.
d) A
wide
variety
of
options
to
choose
from,
the
available
information
of
the
product
of
different
brands
as
well
as
the
price
of
the
product
makes
the
selection
of
the
product
for
the
consumer
very
easy
thus
saving
the
problem
of
having
to
think
very
much
before
buying
a
product
by
just
having
a
look
at
the
available
options
and
then
decide
to
buy
the
product
which
the
consumer
thinks
is
offering
the
best
deal
for
them.
e) There
is
a
proper
amount
of
transparency
in
the
transactions,
with
an
element
of
smart
purchasing
makes
eBay
a
successful
value-‐shopping
brand.
3) Brand
Imagery
a) Millions
all
over
the
world
use
this
brand
widely
and
transactions
ranging
from
small
amounts
to
bigger
amounts
take
place
in
it.
eBay
is
one
of
the
most
widely
accessed
websites
in
the
world.
It
has
users
from
around
the
world
of
almost
all
age
groups.
b) The
site
is
very
easy
to
use.
The
people
who
don’t
know
how
to
use
these
kind
of
sites,
they
are
trained
by
eBay
trainers
in
a
special
known
as
eBay
Training.
c) The
symbol
is
also
simple
and
easy
to
recognize.
used
products
and
other
things
which
might
spoil
the
name
and
image
of
the
brand
from
the
site
makes
it
a
very
safe
website
for
its
consumers
and
this
kind
of
things
is
what
makes
the
consumers
so
happy
and
secured
about
their
transactions.
e) The
facility
of
buying
products
365
days
throughout
the
year
makes
the
consumers
attracted
towards
it
because
if
they
need
something
which
cant
be
procured
by
them
from
their
native
place
will
lead
to
them
having
it
delivered
at
their
doorstep
by
the
courier
company
through
which
eBay
will
sell
its
product
to
the
consumer.
f) Since
its
inception
in
1995
eBay
has
been
out
there
as
the
premier
website
for
online
auctioning
and
direct
selling.
People
have
associated
the
brand
name
“eBay”
with
the
process
of
searching
for
resale
products.
g) Personality
and
values-‐
Fairness,
Validation,
Engaging,
Community
involvement,
Empowerment.
4) Brand
Judgement
a) eBay
has
been
a
pioneer
in
the
area
and
they
are
the
No:1
brand
for
online
auctioning.
to
match
itself
in
the
market
as
compared
to
the
competitors
and
has
become
a
billionaire
industry
in
today’s
time.
The
brand
offers
very
good
value.
The
presence
of
products
at
lesser
prices
along
with
the
other
benefits
being
associated
with
it
attracts
the
consumers
to
a
very
good
extent
towards
it.
b) Quality:
The
brand
has
been
able
to
satisfy
the
needs
of
the
consumers.
It
has
been
able
d) The
absence
and
banning
of
drugs
and
other
illegal
things
such
as
arms
ammunitions,
c)
Credibility:
The
option
of
paying
for
the
product
online
with
the
use
of
a
credit
card
becomes
a
problem
for
some
people
who
don’t
have
cards
with
them,
but
makes
the
work
easy
for
others
who
want
to
deliver
a
product
to
some
other
place
without
having
to
go
buy
the
product
from
the
store
and
then
send
it
to
the
respected
person.
Thus
the
site
has
also
successfully
become
an
easy
shopping
destination. The
credibility
of
eBay
as
a
brand
is
so
high,
that
people
have
been
synonymously
using
the
term
for
the
service
category.
d) Brand
consideration-‐
The
profit
percentage
that
users
get
out
of
selling
through
eBay
really
helps
it
retaining
customers.
They
consider
eBay
to
be
the
highest
priority
whenever
there
is
a
need
to
buy
a
used
product
e) Brand
superiority-‐
In
the
vast
market
of
online
sales,
eBay
has
become
one
of
the
superior
brands
like
some
of
the
others
for
example
amazon.com
for
books
and
movies.
The
uniqueness
and
availability
of
a
wide
variety
of
products
at
reasonable
offers
and
prices
makes
it
unique
amongst
its
competitors.
5) Brand
Feelings
a)
The
site
provides
a
feeling
of
security
and
safety,
and
has
social
approval
by
everyone.
The
site
has
been
able
to
maintain
a
self-‐respect
amongst
itself
and
its
competitors
and
has
come
up
with
advertisements
which
don’t
harm
its
competitors
and
is
able
to
covey
its
message
across
to
people.
b) Genuine-‐
People
shopping
online
always
have
a
feeling
that
chances
of
getting
heated
are
high,
but
not
with
eBay
as
they
know
at
eBay,
they’re
dealing
with
real
people
with
eBay
as
the
intermediary.
c) Surprising-‐
The
online
version
of
what
that
happens
in
a
auction
house,
when
introduced
was
of
great
surprise
to
a
large
number
of
people.
And
it
s
this
element
of
surprise
that
keeps
the
business
going
to
a
great
extent.
d) Quirky-‐
There
aren’t
many
websites
out
there
that
follows
the
successful
pattern
of
eBay
as
a
business
model.
Which
results
it
to
be
the
market
leader
around
the
world.
6) Brand
Resonance
a) Enlightened
trading-‐
This
just
is
enlightened
trading
since
it
gives
a
real
life
shopping
experience
to
the
customers
at
the
luxury
of
their
homes,
with
an
element
of
profit.
b) Senses
of
Community-‐
People
participating
in
the
bidding
process
do
have
a
sense
of
community
and
feels
related.
c)
Active
engagement
of
customers-‐
This
is
one
of
the
basic
requirements
of
bidding
process
and
it
is
this
active
engagement
of
customers
that
keep
the
bidding
scene
lively
and
encouraging
to
participate.
d) The
brand
is
thought
to
be
a
part
of
the
person,
and
has
a
series
of
repeat
purchases
by
people
all
over
the
world.
If
the
brand
is
started
to
be
compared
with
its
competitors,
the
brand
wins
over
the
others
by
along
margin
leading
to
a
belief
amongst
others
that
the
brand
has
something
in
it
as
compared
to
its
competitors.
The
full
details
of
the
products
in
detail
form
and
version
makes
the
doubts
not
to
be
there
in
the
consumers
mind
at
all.
The
process
of
biding
leads
to
a
sense
of
community
development
and
their
active
engagement
in
the
bidding
process
is
what
makes
the
whole
process
of
bidding
very
interesting
for
everyone
in
the
process.