Brand Resonance: Concept and Influence of Relationship Marketing Dimensions with Reference to Online Shopping Portals

Abstract

Technology has penetrated into every field of operation and most of the businesses today are executed online. In this connect, the competition is intense in online shopping portals. With the advent of internet and the ease of accessibility of Internet at anytime and anywhere has increased the number of online shoppers. The online shopping portals are finding it difficult to retain the customers and establish a long term relationship with them. Focusing this issue of online shopping portals, the study elaborates the concept of brand Resonance, a powerful tool for the portals to have a long sustenance in the market. The correlation between the various factors of brand Resonance such as brand Loyalty, brand Attachment, brand Engagement and brand Community is explained and the influence of Relationship marketing dimensions on Brand Resonance is analyzed theoretically. The four Relationship Marketing Dimensions Trust, Satisfaction, Empathy and Conflict handling has been considered for the study.