The main purpose of this research article is to determine web experience and perceived web enjoyment as antecedents of online purchase intention. Exploratory factor analysis (EFA) was followed by two-stage structural equation modelling (SEM) to fit the data in the hypothesized model. The findings of the study reported that web experience of an online consumer is formed from website visual design, website interactivity, web privacy and web ease of navigation. This study also reported that perceived web enjoyment is partially mediating the relationship between web experience and the attitude of an online consumer. This study will help marketers to understand the importance of interactive web experience for online shoppers.

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Purpose The main purpose of this research article is to identify decision-making styles of Indian youth using consumer style inventory. Design/methodology/approach A survey was done on Indian youth to understand decision-making styles in shopping malls. A total sample of 223 youth was taken from two different universities of Punjab. Findings One of the key finding that consumer scale inventory (CSI) is not confirmed to Indian youth who like to go to shopping malls for recreation, and best value deals. Youth are mostly impulsive in nature. The research also revealed that they get confused by over choice hence they seek opinion before buying anything in shopping malls either by family members, friends or salesman. CSI scale has reliability and validity issues. Young India is more loyal towards brands and less loyal towards store. Practical implication This research will not only contribute in a theoretical literature but it will help stores in the shopping malls in many ways: (a) to customise their assortment according to the need of the consumer, (b) to position and advertise as per their targeted segment, (c) to make them understand what type of consumers are coming to their stores, (d) to understand the buying pattern of the young shoppers in the malls and (e) to frame strategies to improve the operational efficiency of their store.

PurposeThe present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact of what branding driver on attachment strength in most effective manner.Design/methodology/approachThe study analysed combined mediating effects as well as specific mediating effects to test the mediating role of brand management aspects.FindingsThe study reveals that brand image plays highest mediating role among all aspects of brand management. HEIs need to enhance service quality because brand image carries the highest influence of service quality on attachment strength. Similarly, brand identity carries the highest influence of heritage on attachment strength. Brand meaning carries the highest influence of competence and reputation on attachment strength.Research limitations/implicationsThe present study, based on empirical research, has built the framework and mechanism for creating attachment strength utilising the intangible resources of HEIs through brand management. The present study examines how specific intangible resources exhibit varying influences on attachment strength via distinct brand management mediation effects.Practical implicationsThe present study provides framework for designing branding strategies to build and channelise necessary intangible resources of branding for nourishing and nurturing attachment strength.Originality/valueThe present study contributes to scarce branding literature in context of HEIs. The study proposes role of HEI branding in developing students' attachment strength with their HEIs.