The Interactive Effect of E-commerce and Customer Orientation of Market on Brand Value

Focusing on identifying the demands and expectations of customers from goods and services and producing according to the needs of consumers with maximum quality, variety and according to local culture and beliefs will lead to the permanence of the brand name and the national design and emblem(marking) of the country in the minds of customers. Considering the importance of e-commerce and customer orientation in the introduction of the national brand and the lack of a study on this topic, we investigated how the interactive effect of e-commerce and customer orientation of the market on brand value in two groups of selected countries - pre-innovation-oriented and innovation-oriented During the period of 2014-2019, we have discussed the tabular data approach and the method of generalized moments. Based on the estimation results, the individual impact of e-commerce and market customer orientation on brand value is positive and significant in both groups of selected countries. However, the estimated coefficient of the individual effect of e-commerce and market customer orientation on brand value in the selected pre-innovative countries is greater than the selected innovation-oriented countries. Also, the interactive effect of e-commerce and market customer orientation on brand value is positive and significant in both groups of selected countries. In addition, the effect of other explanatory variables including good governance, globalization and innovation on brand value is positive and significant in both groups of selected countries.