Brand recognition, service quality and price competition

Sulin Ba, Jan Stallaert, Zhongju Zhang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations


The Internet has significantly improved the bargaining power of consumers. Many online shopping search engines allow users to find most retailers that sell a specified product, compare product prices, and review detailed store ratings. With competition just a click away, online retailers do not have much leverage to prevent consumers from switching and changing where they would shop. Offering the lowest price alone does not guarantee that consumers will come and buy at your site. Other non-price attributes, such as the e-service quality and the brand recognition, also play important roles in helping online retailers to build competitive advantages. This paper develops a competitive model in which firms sequentially choose a level of brand recognition, service quality, and price to maximize their profits.

Original languageEnglish (US)
Title of host publication7th International Conference on Electronic Commerce, ICEC05
Subtitle of host publicationTowards Ubiquitous Business
Number of pages5
StatePublished - 2005
Externally publishedYes
Event7th International Conference on Electronic Commerce, ICEC05 - Xi'an, China
Duration: Aug 15 2005Aug 17 2005

Publication series

NameACM International Conference Proceeding Series


Other7th International Conference on Electronic Commerce, ICEC05


  • brand recognition
  • e-service
  • price competition
  • service quality

ASJC Scopus subject areas

  • Software
  • Human-Computer Interaction
  • Computer Vision and Pattern Recognition
  • Computer Networks and Communications


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