Building brand loyalty drivers in E-commerce: A conceptual framework

In recent times e-commerce has shown phenomenal growth. On-line shopping has become quite a trend among consumers. On-line shopping trend is huge success because of its easiness and time saving component and moreover companies offer huge discount on products as compared to brick and mortar store. No doubt e-commerce has provided brilliant platform to business firms and it has attracted customers in big way but it also leads to availability of numerous products before customer to choose. It brings the importance of building and maintaining brand loyalty in e-consumers. The aim of this paper is to integrate previous analysis within the field of brand loyalty among e-consumers to produce an abstract framework during this space. This paper is an effort to explain importance of building brand loyalty in e-consumers to utilize e-commerce as a very important platform in business resource management. The study provides a synthesis of brand loyalty literature on e-consumers to additional our understanding of brand loyalty among e-consumers, and conjointly puts forth future priorities for brand loyalty among e-consumers analysis. It works on methodology to maneuver from professional homeward-bound descriptive analysis. An abstract framework of drivers of building brand loyalty among e-consumers is providing extends our understanding of brand loyalty among e-consumers.