Reshmi V. Suresh

Type of the article: Research Article

Abstract
Given the paramount importance of brand love (BL) in the contemporary marketplace, this study analyzes the influence of online convenience (OC) on brand love among apparel customers. It further investigates the mediating role of impulsive buying behavior (IBB) in the relationship between OC and BL by considering its contextual relevance. OC is conceptualized as multi-dimensional construct comprising seven distinct facets: access convenience (AC), search convenience (SC), evaluation convenience (EC), transaction convenience (TC), relationship convenience (RC), possession convenience (PC), and post-possession convenience (PPC). This framework positions OC as a critical factor influencing customers’ psychology. Primary data were collected through an online survey administered to 410 Nike apparel customers in Bangalore, India. The proposed research model was analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS. The results reveal that evaluation, transaction, possession, and post-possession convenience have significant positive influences on BL. The study also demonstrates that IBB plays a statistically significant mediating role in the relationship between most dimensions of OC and BL, except for possession and post-possession convenience. The research highlights the necessity of offering better OC to customers to boost BL. Furthermore, this research emphasizes that firms can utilize the potential of the IBB concept as a competitive strategy to accelerate the evolution of BL.