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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 3
First page : ( 705) Last page : ( 710)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2017.00111.1

Antecedents of brand loyalty in online and offline retailing: A conceptual framework

Gawshinde Shanul1,*, Dr. Bajpai Jyoti Vyas2

1Doctoral Scholar, Academic Associate, IIM, Devi Ahiliya Vishwavidhyalaya, Indore

2Faculty, Symbiosis University of Applied Sciences, Indore

*Corresponding Author E-mail: shanulgawshinde063@gmail.com

Online published on 22 September, 2017.


Purpose: The purpose of this paper is to build a comprehensive conceptual framework of Antecedents of Brand Loyalty, to demarcate this field from online and offline retailing and to develop an up dated definition of Brand

Loyalty that incorporates the findings of the literature review and emerging views in branding. Methodology/Design/Approach: This research conducts a systematic review of the Brand Loyalty and its antecedents and online/offline retailing literature following previously established procedures.

Findings: The major finding's of this research are that Brand Loyalty comprises five key components within a supportive, namely, Satisfaction, perceived Quality, Commitment, Trust, Experience/perceived Quality and that in the context on the online retailing and offline retailing. The discoveries show that brand and brand loyalty are imperative means on the exercises of today organizations in online and offline retailing. They ought to be considered completely and exactly in developed as well as on developing countries and in various division of the economy. Brand Loyalty ought to be connected legitimately keeping in mind the end goal to gain profitability.

Research Limitation/Implication: This research highlights areas for future research within Brand Loyalty, including the need for further research on Retailing and how brands can effect it on online and offline retailing.

Practical Implementation/Limitation: This paper gives a structure that helps researchers and marketers to comprehend the antecedents of online and offline Brand Loyalty. In this manner, it is proposed that the empirical research ought to be directed utilizing these antecedents so as to recognize their significance and their association. Additionally, research is expected to figure out which of the antecedents in our study have the most noteworthy effect on the Brand loyalty on the internet shopping condition. A limitation of our paper is that it is completely theoretical, based on detailed literature review and requires empirical support.

Originality/value: This study provides the first systematic review to identify and evaluate the current Anteceents of Brand Loyalty in the context of Online and Offline Retailing literature. The review identifies the key literature related to loyalty branding, provides an overview of past research and identifies emerging research issues to be addressed in future research.



Brand Loyalty, Trust, Commitment, Satisfaction, Retailing.


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