Building the brand equity is the most important and primary objective for most of the modern era business organizations. Only a few research study explored the relationship between brand equity elements like brand association, brand awareness, perceived quality and brand loyalty that influence customer satisfaction towards building customer loyalty among online apparel store. This study was carried out only who are resident of Chennai through online response form to examine the influence of brand equity on customer satisfaction and customer loyalty. Questionnaire was sent to 250 respondents out of which 217 responded and after rectification of incomplete survey only 208 resulted in functional response. A snowball sampling method adopted for the final study. Five hypotheses were posited and to empirically tested using above data set. Exploratory Factor analysis (EFA) was performed for brand equity elements and confirmatory factor analysis (CFA) for scale validity. Finally, structural equation modeling (SEM) was used to test the hypotheses formulated for the study. The findings indicate that brand equity elements (brand association, brand awareness, perceived quality and brand loyalty) of online apparel store significantly impacts customer satisfaction and customer satisfaction significantly impacts customer loyalty. The study provides helpful insight to academicians and marketers by systematically exploring the influence of brand elements on customer satisfaction and loyalty. Hence the study findings suggest by reinforcing the brand elements will helps to improve the customer perception towards online apparel store.
Volume 12 | Issue 4
Pages: 401-414
DOI: 10.5373/JARDCS/V12I4/20201454