E-Marketing Mix Variables to Create Online Brand Equity in the Indian Context

Arunima Rana, Anil Kumar Bhat and Leela Rani
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Arunima Rana: Indian Institute of Foreign Trade, India
Anil Kumar Bhat: BITS Pilani, India
Leela Rani: BITS Pilani, India

International Journal of E-Business Research (IJEBR), 2022, vol. 18, issue 1, 1-25

Abstract: This paper is an attempt to investigate and empirically validate e-marketing mix framework creating online brand equity suitable for adaptation in the Indian context. Exploratory and confirmatory factor analysis are used to identify and validate the e-marketing mix variables to create online brand equity. Primary product and service offerings, website content, customer care and relationship, website interactivity, website's security and reliability, and website speed are the six e-marketing mix elements identified. Also, a conceptual categorization is used to propose and develop a typology that classifies these six variables into primary and secondary activities. The identified e-marketing mix variables will be an insightful aid to planning various marketing activities and controlling other outcome variables like online satisfaction, e-loyalty, online brand equity, etc. This is one of the first attempts to propose and verify e-marketing mix variables for a developing economy like India and classify them under a generic parsimonious dimensional framework for e-commerce.

Date: 2022
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