With 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.

With 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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