Understanding the brand and website effects of online loyalty: a mediation perspective

ABSTRACT

This study examines the factors leading to online loyalty, in terms of brand effects (i.e. brand innovativeness and brand love) as well as website effects (i.e. visual appeal, perceived enjoyment, and trust). To collect data, an online survey was administered to 229 e-commerce customers of a leading multinational footwear company in Bangladesh. The findings showed the positive effects of brand innovativeness on brand love, trust, and visual appeal. Perceived enjoyment displayed a positive effect on trust, while visual appeal demonstrated a positive effect on perceived enjoyment and trust. The findings highlighted the importance of brand innovativeness and visual appeal in predicting impulse purchase, while brand love and trust influenced both word of mouth and purchase intention. Further discussion and implications are presented.

KEYWORDS:

• Brand innovativeness
• brand love
• visual appeal
• perceived enjoyment
• trust
• loyalty

Acknowledgments

The authors would like to thank all the anonymous reviewers, the journal editor, and the associate editor for their insightful feedback throughout the review process.

Author credit statement

Amy Wong: Conceptualisation, Methodology, Formal analysis, Writing - Original Draft, Review & Editing Mehruba Haque: Data curation

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Amy Wong

Amy Wong is an Associate Professor in the School of Business at the Singapore University of Social Sciences. She holds a PhD in Management from Monash University, Australia. Her research interests include online brand communities and online retailing.

Mehruba Haque

Mehruba Haque is a Footwear Development Manager at a footwear production company based in Tartu, Estonia. She holds a Master of Science in Design & Technology Futures from Tallinn University of Technology and a Master of Business Administration from the School of Business at Manipal GlobalNxt University. Her research interests include footwear design and retailing.