Abstract
This paper uses theories in ecology for resource competition to study the brand competition in business. It provides a quantitative method to measure brand breadth and brand overlap and examines their relationships with brand competition. Four Chinese online bookstores are used as examples to illustrate the utility of the proposed method in evaluating their degree of competition. This study can help companies identify main competitors in the industry and the main aspects that they are competing in.
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Li, X., Peng, G., Zhao, H., Liu, F. (2012). Application Study of Brand Niche Theory in B2C Brands Overlap and Breadth Measurement. In: Gaol, F. (eds) Recent Progress in Data Engineering and Internet Technology. Lecture Notes in Electrical Engineering, vol 157. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28798-5_49
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DOI: https://doi.org/10.1007/978-3-642-28798-5_49
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-28797-8
Online ISBN: 978-3-642-28798-5
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