...Rajat Kukreti; Mayank Yadav Purpose This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce. Design/methodology/approach Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed...

... relationships. Findings can be useful and interesting information for the researchers who are interested in finding strategic ways for effective decision-making related to brand trust and brand love. Originality/value The conceptual model, and the propositions related to different levels of uncertainty...