Measurement Of Brand Equity On Apparel Shopping Websites From Brand Engagement Outcomes

Abstract

Online Shopping is found increased post COVID-19 in India for the very first time. Consumers have started to shop groceries, apparels, electronics, etc from online websites like bigbasket.com, myntra.com and amazon.com. The situation has created consumers’ faster adoption of internet technology and online shopping. Apparel online shopping has got a new challenge such as fit issues and sizing of the clothes. Creating an omnichannel service would transform the apparel business model. This study discusses about leveraging of brand equity in online apparel sector from brand engagement outcomes which was measured through customer shopping experience in Chennai city. Brand image, customer satisfaction and brand loyalty are the brand engagement outcomes which holds the responsibility in creation of brand equity.