Following the rapid development of the electronic commercial (EC) market, the circumstance of purchasing products and services on the Internet in Taiwan with substantially growing trend has become more mature. According to a marketing research report, it is expected that more retailers and consumers will enter the online-auction market in 2007. In the aspect of consumer behavior, the habits of consumers searching and purchasing products are gradually going to be shaped up, and a flood of individual sellers are joining into the competition at the online-auction seeking the opportunity for selling their products. In the past researches, it is found that the study focused on online auction sellers is limited. This research tries to combine FCB Grid and four features to build a website to preliminarily analyze and explore how the professional retailers present the product pages in Yahoo!Kimo online auction interface for the purpose of examining whether there are different product performing ways from other EC websites. In addition, we also discuss about whether there is any discrepancy over product performance and ERP due to products¡¦ characteristics. The research takes the advantage of using content analysis method and drawing 392 samples totally from 18 categories in Yahoo!Kimo online auction platform for study. All samples¡¦ accumulated scores have to over 1000 and rank the top 25 in each category. In each sample, 4 web pages including virtual storefront, about sellers, product, and evaluation have to be drawn to the accumulation. In total, there are 392 selected samples covering 18 categories. As a result of this research, we find that the highly emotional involving products have the highest accumulated positive/negative evaluation scores on an average. However, there¡¦s no difference while facing trading problems revealed in the negative evaluation. Theses sellers put more emphasis on rational appeals such as relating truth, solving problems, and using recommendations by consumers. Some also use emotional appeals which tend to create an overall image of the storefront. In addition, the sellers of highly emotional involving products are more than happy to mention the ego gratification and social acceptance. On the other hand, appeals which were often exercised in traditional media advertisement seldom appear in online auction website. Compared with other researches, the auction sellers apply huge amount of product information. The categories of information are affected by the online auction platform. From the websites of professional sellers, four concrete features are also concluded. First, sellers use pictures to develop the value of products. Second, the well-known brand awareness of a product is not the main factor to be successful in online auction platform, instead creating sellers¡¦ own brand images. Third, sellers provide sufficient social clues, but seldom refer to the rights of protecting consumers¡¦ private information. Fourth, affected by the Internet, they make good use of sales promotion such as e-paper, discount, and product warrant. Finally, the research also describes four kinds of product webpage features and makes a concrete recommendation concerning building product web pages for sellers who want to contribute to long term business in online auction.

<p><strong>Aim:</strong> The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages.</p><p><strong>Method:</strong> The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach.</p><p><strong>Result & Conclusions: </strong>My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase.</p><p><strong>Suggestions for future research:</strong> It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university.</p><p><strong>Contribution of the thesis: </strong>The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.</p>

Aim: The purpose of this paper is to investigate how Södertörn University may build a stronger brand through marketing communications. The paper discussed each stage of the buying process. With models like these it is possible to measure the number of consumers who occupy the different stages. Method: The data was collected in a non-random convenience selection at the Stockholm fair for higher education with 21 000 visitors. I used a survey questionnaire. The number of respondents was 409 respondents. My method of investigation is quantitative. It is measurable so that communication goals can be set. In order to build a stronger brand I analyzed prospective students and their awareness of Södertörn University. The study has a positivistic view and a deductive approach. Result &amp; Conclusions: My study shows that Södertörn University should use marketing communication strategically by using the models. At the cognitive level the most important is to raise brand awareness. Total knowledge is 52% in Stockholm County which is too low. An increase is fatal to raise the number of applicants. At the affective level they have to increase brand attitude. At the Behavioural level they need to increase brand purchase intention and facilitate purchase. Suggestions for future research: It would be interesting to use other models of consumer responses too. Next step could be to make interviews with students to be to study how they first got to know the name, and what has affected them in order to choose or not to choose the university. Contribution of the thesis: The thesis has actually contributed a lot to Södertörn University. I have used the collected data to make a marketing plan. We now have worked a lot with awareness and seen a great increase in applications.