BRAND ALLEGIANCE IN INDIAN ONLINE RETAILING: AN INVESTIGATION OF CONSUMER RETENTION MECHANISMS. Lex localis - Journal of Local Self-Government, [S. l.], v. 23, n. 10, p. 1653–1659, 2025. DOI: 10.52152/801512. Disponível em: http://lex-localis.org/index.php/LexLocalis/article/view/801512. Acesso em: 10 feb. 2026.