A Study on the Online Branding Strategies of Indian Fashion Retail Stores

The presence of Internet for business has created a large amount of scholarly literature on Internet marketing and consumer behavior. But relatively little empirical work has been undertaken on branding strategies over Internet. In recent years, customers are giving more value to brand and online experience. Also, the shift of power from companies to customer has pushed businesses to redefine their marketing and branding strategies. The paper contributes to the knowledge on online branding through exploratory research and identifies the ways in which the online channel is being used to support brands. The focus of this research is the online fashion store and multichannel retailers in India. The findings of the research confirm a consistency in multichannel brand visibility approaches over online and other channels, but their strategy for online brand relationship is still underdeveloped