Creating an acceptable brand is an ambitious goal of business among the serious competition. Many companies try to seek an effective strategy to attract consumers through online and offline markets (Schau et al., 2009). Especially in the age of digital, online market is becoming popular around the world. It has been widely interested because the rapid growing of technology which plays the important role in modern society and internet becomes basic factor in people’s daily life. According to the report of Internet World Stats, the numbers of worldwide internet users in 2012 have reached 2.4 billion or 34.3% percent of the world’s population. It jumped from 2000 around 566.4%. Over 40% of global internet users are now based in Asia (Internet World Stats,2012). Moreover, the report estimates that in 2020 there will be 5 billion of Internet users around the world (Mark Walsh, 2008). It shows that this is a powerful channel for all businesses to respond the customer needs.
Online market has been selected from many entrepreneurs to access a wider target and limitless. When the internet has become a charming channel, many entrepreneurs give precedence to online market and spend more budgets for promoting their brands. However, the challenges of this channel are still worrisome due to online market remains fiercely competitive. Mostly, large business always has an advantage over than small business due to it has a higher potential. Simultaneously, the current customer behavior has changed from the past. Social value in the age of globalization has affected consumer lifestyles and the changing marketing environment