+1 508-456-0531With the evolution of Internet, business also went under significant evolutions and now
with the emergence of e-commerce and online shopping trends it became necessary to
build and maintain customer loyalty in the online platform. Brands are now investing
huge amounts of money on maintaining customer loyalty. A brand is only a name and a
symbol. Online image is an important means which helps creating a positive image on
consumers and being different from rival products. Loyal customers are loyal consumers
of the brand and perform repeat purchases and recommend the brand to those around.
(Pasumarthy and Kumar, 2015)
Brand
loyalty is
defined
as
positive
feelings
towards
a brand and
dedication
to purchase the same product or service repeatedly now and in the future from the same
brand, regardless of a competitor’s actions or changes in the environment. It can also be
demonstrated with other behaviours’ such as positive
word-of-mouth advocacy. Brand
loyalty is where an individual buys products from the same manufacturer repeatedly
rather than from other suppliers. (Kotler P. 1991). A loyal customer base for a brand can
help to push past the competitors and give the brand a competitive advantage. Companies
with strong brand loyalty will have customers who are frequent buys of their products or
services regardless of any change in price and convenience or any other inflations.
Online shopping is the new way of shopping without hassle or haste to see. Now online
shopping platform has become such a huge platform that the world’s highest net worth
company is the company which is fully based on online shopping i.e. Amazon. Online
shopping means the shopping behaviour of consumers in an online store or a website
used for online purchasing purpose (Monsuwe et al. 2004). There has been a rapid
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