Influence of brand trust in creating E-loyalty from offline loyalty: A literature review

The aim of this conceptual paper it to understand loyalty in the online context. It analyses the relationship of offline and online loyalty along with the direct or indirect impacts of brand trust on loyalty. Since online customers can simply shift to other online websites, so the online loyalty is normally not much. This paper is to give a better understanding of the antecedents that impact brand loyalty. Shoppers have a tendency to choose the brand in which they had trust and remain using the similar brand instead of taking risks by buying a new and unacquainted brand. So, brand trust plays a significant role in persuading the offline customer behaviour, retailers should concentrate on building trust towards the brand if they have to attain online and offline loyalty. Nevertheless, numerous factors have been observed distinctly in the preceding researches, too little consideration is given on probing the effects of the offline trust on brand makes the basis for online brand loyalty, especially with the extant of the brand trust acting as the mediating variable. So, this paper attempts to recognize the concept of attaining e-loyalty, which includes factors that impact brand loyalty.