Determinants of Brand Loyalty Among Female Millennial Cyber Shoppers – An Empirical Investigation

  • Dr. C.P. Senthil Kumar, M. Karthiga Priya, Dr. P. Balaji, P. M. Rameshkumar

Abstract

The present study was aimed to explore the influence of brand equity, brand reputation, brand trust, e-word of mouth on brand loyalty among female millennial cyber shoppers in Chennai city of Tamil Nadu.  The present study adopted survey method and non-probability judgment sampling was employed to selected primary responses in the form of questionnaires. The result proves that except brand equity, other factors such as brand reputation, brand trust, e-word of mouth have significant and positive influence on brand loyalty among female millennial cyber shoppers in the study area.  In addition, the result proves that Whatapp, YouTube, FaceBook and Instagram are the most preferred social media networking sites of female millennial cyber shoppers to know information about different branded products. brand loyalty is the key factor to survive and succeed in the e-commerce business in India. Hence, higher is the perception on brand reputation and brand trust; higher is the brand loyalty among female millennial consumers.

Published
2020-04-30
How to Cite
Dr. C.P. Senthil Kumar, M. Karthiga Priya, Dr. P. Balaji, P. M. Rameshkumar. (2020). Determinants of Brand Loyalty Among Female Millennial Cyber Shoppers – An Empirical Investigation. International Journal of Advanced Science and Technology, 29(7), 8861 - 8871. Retrieved from http://sersc.org/journals/index.php/IJAST/article/view/25609
Section
Articles