The influence of rational and emotional factors on Consumer Brand relationships in online shopping

In modern online purchase market, consumer-brand interactions are critical in influencing purchasing decisions and developing brand loyalty. This paper investigates how psychological and behavioural factors interact to shape these relationships in the context of online shopping. We reveal the varied structure of consumer-brand interactions by reviewing current literature and real-world research, providing marketers with insights into how to successfully establish and cultivate these connections. By integrating conceptual frameworks and actual data, this abstract helps strategists understand the complex nature of online consumer-brand relationships and establish ways to improve customer satisfaction, trust, and enthusiasm in modern times.