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This study examines the factors leading to online loyalty, in terms of brand effects (i.e. brand innovativeness and brand love) as well as website effects (i.e. visual appeal, perceived enjoyment, and trust). To collect data, an online survey was administered to 229 e-commerce customers of a leading multinational footwear company in Bangladesh. The findings showed the positive effects of brand innovativeness on brand love, trust, and visual appeal. Perceived enjoyment displayed a positive effect on trust, while visual appeal demonstrated a positive effect on perceived enjoyment and trust. The findings highlighted the importance of brand innovativeness and visual appeal in predicting impulse purchase, while brand love and trust influenced both word of mouth and purchase intention. Further discussion and implications are presented.