Author(s) :   Kiran

Abstract : This study investigates brand engagement among online shoppers in Gurugram, Haryana, through an exploratory cum descriptive research design. A convenient sampling approach was employed to select 420 participants from Gurugram, representing the population of online shoppers. Data was collected using online surveys, and statistical analyses, including Kaiser-Meyer-Olkin (KMO) measure, Bartlett's test, Principal Component Analysis (PCA), and Varimax rotation, were conducted to explore the dimensions of brand engagement. The findings reveal three primary factors: Brand Attachment, Professional Usage, and Cognitive Association, shedding light on the emotional, behavioral, and cognitive aspects of consumer-brand relationships in the digital age.

Keywords:Brand engagement, online shopping behavior etc.

DOI : https://doi.org/10.61161/ijarcsms.v7i2.1

Pages : 70-73

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