Abstract:
This study aimed to examine the impact of online brand experience on online
brand loyalty with respect to online web stores in Pakistan. Further, the
indirect impact of online brand performance and online brand recall on online
brand loyalty is also measured. The data was collected from 240 students
across two universities located in Islamabad and Rawalpindi, Pakistan. The
sampling technique of this was convenient sampling where the online buying
experience of respondents was a prerequisite. A self-administered
questionnaire survey was conducted to collect data. Linear and multiple
regression analysis were performed to test the hypothesized relationships and
to determine the magnitude and direction of causality among the latent
variables. Results revealed that online brand experience has a strong positive
significant effect on online brand loyalty, similarly, online brand experience
also has a positive strong significant effect on online brand performance and
online brand recall. Furthermore, full mediation was found when it comes to
online brand performance and online brand recall and the relationship
between online brand experience and online brand loyalty. This is one of the
few studies conducted in a developing country where online buying behavior is
yet to emerge. Organizations that are aiming to achieve online brand loyalty
should work on enhancing the web experience of customers by performance
and product placement rightly balance to recall a particular brand.
