Determinants of online retail brand equity: A Study among college students in Coimbatore city

Abstract

This study investigates the determinants of online retail brand equity among college students in Coimbatore city. With a sample size of 115 respondents, the research employs a descriptiveand cross-sectional research design. Exploratory factor analysis and multiple   regression analysis are utilized to explore the underlying dimensions of brand equity and understand the relationship between user experience factors and overall brand equity. The findings shed light on the critical factors influencing online retail brand equity, providing valuable insights for marketers and businesses operating in thee-commerce sector.