Building brand loyalty in e-commerce of fashion lingerie

Abstract

Purpose

The purpose of this paper is to know if the loyalty of online purchasing is determined by the final perceptions of product quality and brand reputation in the online community of lingerie customers.

Design/methodology/approach

The authors used an exploratory model which aspects in previous studies have evaluated satisfaction, loyalty and trust in electronic shopping, in order to examine whether the customer’s perception of the quality and innovation of the final product sold through e-commerce and reputation in the examined was made “Virtual Community” are key factors in creating loyalty. The sample was obtained from a lingerie company which sells its products in Europe in the website leonisa.com, the data were analysed with the software SmartPLS, validating the proposed relationships between customer perceptions on the purchased product and loyalty to the brand.

Findings

The results demonstrate theoretical conceptions regarding product characteristics (Quality, Innovation and Satisfaction), and constructs brand (Virtual Community, Reputation and Trust).

Research limitations/implications

This paper presents a case study for a specific brand as exploratory research in the lingerie industry, this must be validated with this type of product for other companies.

Practical implications

This research has elements of support for management, companies will turn attention to the satisfaction of consumers and to maintain goods levels of reputation in the virtual community.

Social implications

This research shows a real case of the correct implementation of brand strategy, detailing how customers are valued and therefore provides valuable information for customers and companies.

Originality/value

This exploratory study provides a new analysis of product quality factors that were not directly related to the loyalty of electronic purchasing, also, it allows the fashion industry to have elements of support for management and quality control, and that hypotheses relating to the product quality and loyalty in the electronic shopping is confirmed.

Citation

Sanchez Torres, J.A. and Arroyo-Cañada, F.-J. (2017), "Building brand loyalty in e-commerce of fashion lingerie", Journal of Fashion Marketing and Management, Vol. 21 No. 1, pp. 103-114. https://doi.org/10.1108/JFMM-05-2016-0047