In electronic retailing, the antecedent of brand equity in impulse buying

Branding has become immensely important for digital based organizations in the recent years because electronic Re tailing are identical and difficult to differentiate their product services is highly attracting public, make use of organization especially E-Tailing. Customer play an role, with increased competition Electronic Retailing sector, For that, developing implementing customer centric strategies, need provide a consistent strategic brand experience prevent from switch out other competitive products understand perception towards there equity its major determents. The current research paper deals identify analyse various factors that determine customer-based impulsive buying tailing, here we taken as Equity determinants impulse our study. A sample 330 respondents was customers southern districts Tamilnadu only, tested by correlation analysis multiple regression, Factor Analysis Independent t- test using SPSS.