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Erschienen in:
Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research Kapitel lesen Erstes Kapitel lesen

2020 | OriginalPaper | Buchkapitel

5. Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping

verfasst von : Radhika Sharma, Vandana Ahuja, Shirin Alavi

Erschienen in: Digital and Social Media Marketing

Verlag: Springer International Publishing

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Abstract

The proliferation of E-commerce sector has rapidly increased the number of online shoppers and e-retailers, thereby raising a need to study an online consumer. Increasing number of online shoppers, spurt in mobile penetration, secure payment gateways and improved logistics infrastructure are the key factors affecting the domestic online market. This study aims at developing an instrument to map the three major constructs—Consumer Brand Perception (CBP), Consumer Buying Behaviour (CBB) and Consumer Brand Relationship (CBR)—that impact the online consumer buying process. Many studies examined various factors affecting an online consumer in isolation, but an integrated approach of mapping CBP, CBB and CBR is what the authors found missing. With the help of the detailed literature review, the authors identified various parameters impacting these three constructs and have developed a research instrument to study the impact of CBP, CBR and CBB on online apparel shopping. This research study has various academic and managerial implications.

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Vorheriges Kapitel Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia
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Metadaten
Titel
Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping
verfasst von
Radhika Sharma
Vandana Ahuja
Shirin Alavi
Copyright-Jahr
2020
Verlag
Springer International Publishing
Buch
Digital and Social Media Marketing

Print ISBN: 978-3-030-24373-9

Electronic ISBN: 978-3-030-24374-6

Copyright-Jahr: 2020

DOI
https://doi.org/10.1007/978-3-030-24374-6_5

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