Understanding the brand and website effects of online loyalty: a mediation perspective

This study examines the factors leading to online loyalty, in terms of brand effects (i.e. brand innovativeness and brand love) as well as website effects (i.e. visual appeal, perceived enjoyment, and trust). To collect data, an online survey was administered to 229 e-commerce customers of a leading multinational footwear company in Bangladesh. The findings showed the positive effects of brand innovativeness on brand love, trust, and visual...