Brand Relationship Quality of Online Shopping Portals A Study in the Indian Context

With the remarkable growth in the E-Commerce market and with funds pouring in to various different start-ups, it is apparent that E-Commerce in India is here to stay. Shopping online from e-tailers is an important segment of E-Commerce. The objective of this study is to understand the relationship between consumers and their online shopping portals. It focuses on the perception of online marketplaces as strong brands and aims at understanding what contributes to such a relationship with the brand. Standardized scales were used to measure the different variables. These were adapted to better fit an online context. The results of truncated regression indicate that Brand Prestige, E-Satisfaction and Significance of online shopping as a category seem to influence Brand Relationship Quality with the online marketplace. This study is a first of its kind trying to capture the mindset of the Indian consumer whilst dealing with various portals.