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| Received
14-Apr-2026 |
Accepted
- |
Published
14-Apr-2026 |
Abstract
The need for a scale to measure the brand equity of online
retail services (ORS) was addressed by [7] when they
developed a reliable and valid scale to measure ORS brand
equity. However, in one of the limitations of their study,
they had mentioned about the sample respondents being a
part of an online reward scheme, which led to “higher
involvement with online shopping than the average online
consumer.” The present study tries to validate the scale
developed by [7] and tries to contribute to marketing
literature in two ways. It has used general online consumer
to test the dimensions of the ORS scale. Since the sample
was collected from a developing nation where online
shopping was less frequent, it also tried to identify the
presence of differences that occurred in consumer
perceptions.
Keywords: Online Shopping, ORS Scale, India,
Measurement.
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