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Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry

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  • Anupreet Kaur Mokha

    (SGTB Khalsa College, University of Delhi, India)

Abstract

Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.

Suggested Citation

  • Anupreet Kaur Mokha, 2021. "Brand Equity, Brand Satisfaction, and Brand Loyalty: A Study of Select E-Commerce Industry," International Journal of Online Marketing (IJOM), IGI Global, vol. 11(3), pages 34-50, July.
    • Handle: RePEc:igg:jom000:v:11:y:2021:i:3:p:34-50
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    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJOM.2021070103
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    Cited by:

    1. Turunç Ömer & Karayalçın Cem, 2024. "Bridging Brand Parity with Insights Regarding Consumer Behavior," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 18(1), pages 1-10, January.
    2. Liting Zhou & Fei Ouyang & Yang Li & Jieling Zhan & Nadeem Akhtar & Muhammad Ittefaq, 2022. "Examining the Factors Influencing Tourists’ Destination: A Case of Nanhai Movie Theme Park in China," Sustainability, MDPI, vol. 14(18), pages 1-19, September.

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