The consumer shopping principles have transformed exceptionally in digitized marketing environment. In India, online buying is the latest development among the fellow youngsters. The online shopping culture has brought the change in a modern market-oriented lifestyle. It also increases the challenge of online marketers to know more about the changing lifestyle of the new age customer. This guides the online marketers in delivering better customer value with improved service for ensuring customer retention. This research explores the linkage among economic values, functional qualities and emotional connections in the formation of brand engagement at online retail marketplace with the help of a proposed model. A sample survey of 182 online youth buyers was conducted across three cities in India, namely Bangalore, Kolkata and Delhi. Exploratory factory analyses and confirmatory factor analysis have been performed to examine the proposed conceptual model in the present study. The upshot of this present research would cast light on the idea through which an effective online retail platform could be generated for the Indian youths that would generate a better consumer value to enhance the online retail brand equity.

The Consumer buying criterion has reformed massively in this present digitized marketing environment. The growing importance & popularity of online buying is very much substantial and quite evident in India these days. This study attempts to investigate the relationships between brand trust, social linkages, brand awareness, online retail brand engagement and final brand selection & purchase intention. The current research also examined the linkages among brand trust, social linkages, brand awareness and online retail brand engagement and in creating the final brand selection & purchase intention relating to Indian online retail market. Data from 252 observations were analyzed using the structural equation modeling method. The outcome of this research paper shows how an effective online retail brand engagement environment can be created to boost the final brand selection & purchase intention in the Indian online market place.

The growing importance & popularity of online buying is very much substantial and quite evident in India these days. In this present study, there is a truthful attempt to identify the component which are having connections with online retail brand association and studding the process to construct brand association with the effects of the different influencers pertaining to online buying. The present study also focuses in explaining how that brand association converts into buying intentions of Indian youth customer. The research is based on empirical data. The outcomes of this current research will be helpful for the online marketers, online store developers, online store promotion managers and consultants to take a deeper look into what best can be done with the online retail brands to generate a high level of connectivity with the Indian youth market.

The growing importance & popularity of online buying is very much substantial and quite evident in India these days. In this present study, there is a truthful attempt to identify the component which are having connections with online retail brand association and studding the process to construct brand association with the effects of the different influencers pertaining to online buying. The present study also focuses in explaining how that brand association converts into buying intentions of Indian youth customer. The research is based on empirical data. The outcomes of this current research will be helpful for the online marketers, online store developers, online store promotion managers and consultants to take a deeper look into what best can be done with the online retail brands to generate a high level of connectivity with the Indian youth market.