Validating the potential measures of e-brand trust and e-brand loyalty: an examination using SEM

The primary objective of this study is to examine the relationship between e-brand attributes with e-brand trust and e-brand loyalty through qualitative analysis. The e-brand attributes which include e-WOM quality, e-tail brand experience, customer value proposition and re-purchase intention are employed as independent variables whereas e-brand trust is employed as mediating variable and e-brand loyalty as a dependent variable. Structured questionnaire was employed to collect data for the study. Content and construct validity of the questionnaire was established and reliability was measured using Cronbach's alpha and found to be 0.851. Data collected were analysed using statistical techniques such as factor analysis and structural equation modelling. This research contributes to the most promising and underexplored area of e-brand trust and e-brand loyalty. Further, the findings of this research will be useful for brand managers of organisations that have online market presence to enhance the trust and loyalty of online customers. This will ultimately increase the e-brand equity of the organisation.