IT’S ALL ABOUT BRAND LOVE- EXPRESSING THROUGH PURCHASE INTENTION, BRAND TRUST AND BRAND ATTITUDE

Abstract

Online shopping is arguably the fastest growing purchase habit of the 21st century which has changed the landscape of consumer behavior. The frenzy with which the online shopping took over the world is unmatched by any other phenomena in recent times. The growth in the telecom industry and the penetration of the internet in India has completely aided and paved way for online shopping. The entry of several companies into the e-Commerce market was to cash into this phenomenon. Indian e-commerce market is now valued at $38.5 billion USD, it is estimated to become $200 billion USD by 2026. With an enormous growth ahead for the Indian e-commerce market, Flipkart and Amazon are vying to be the alpha. Amazon came into India 2013 has come from behind to grab an astonishing market share of 30%, same as Flipkart which was found in 2007. This research attempts to explore the love for the brand Amazon. The study was conducted among the students from a varsity. The results revealed that brand attitude plays an important role in creating brand love. It also tested brand trust and purchase intention of the consumer using Amazon e-commerce portal. Brand love is revealed to be an integral part of consumers’ online shopping behavior. The results of this study will provide new insight into e-commerce shopping behavior.