Branding in a multichannel retail environment

Rezaei, Sajad; Naser, Valaei

doi:10.1108/itp-12-2015-0308

Cited by 37 publications

(24 citation statements)

References 118 publications

(208 reference statements)

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“…Morgan-Thomas and Veloutsou (2013) show a positive effect of online retail brand equity on online behavioral intentions, satisfaction and brand relationship. Rezaei and Valaei (2017) demonstrate a positive effect of online retail brand equity on brand experience, attitudes and attachment.…”

Section: Introductionmentioning

confidence: 79%

Understanding online retail brand equity: a cross-cultural perspective

Farías

Reyes

Peláez

2022

JSM

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Purpose This study aims to assess how department store websites can add online retail brand equity. A quick, relatively easy and low-cost diagnostic tool for stakeholders (e.g. retailers, investors) is presented. Design/methodology/approach A content analysis of department store websites in the USA and Latin America was conducted. Findings The findings show that Latin American and US department store websites exhibit acceptable use of online retail brand equity dimensions related to emotional connection and trust. In contrast, compared to their US counterparts, Latin American department store websites show weak usage on some of the dimensions of responsive service nature, online experience and fulfillment. The results also show that higher online retail brand equity is positively associated with average daily time on site. This indicates the usefulness of this index for developing effective websites to creating online retail brand equity. Practical implications This study suggests that Latin American department stores should improve three dimensions of online retail brand equity: responsive service nature, online experience and fulfillment. The online retail brand equity index presented can serve as a diagnostic tool for department store managers to monitor the online retail brand equity they are building on their websites. It is also possible to analyze the websites of competing department stores and monitor the long-term impact of modifications made to their websites and those of competitors. Originality/value This paper proposes an easy-to-apply index to assess online retail brand equity through website design partially. In addition, this research is the first to evaluate how Latin American department store websites, compared to those in the USA, are building online retail brand equity.

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Section: Introductionmentioning

confidence: 79%

Understanding online retail brand equity: a cross-cultural perspective

Farías

Reyes

Peláez

2022

JSM

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“…These studies find that some element of consumers' previous experience with an app (in some cases, perceptions of usefulness, in others enjoyment or interactivity) influence continuance intention. Furthermore, the relationship between brand attachment and continuance intention has been demonstrated in a variety of contexts including banking (Levy and Hino, 2016), e-commerce (Rezaei and Valaei, 2017) as well as in mobile computing (Li and Fang, 2019;Hew et al, 2017). Based on these findings, we expect that the feelings of affection, connection, and passion, which constitute brand attachment, lead to enjoyment and will thus drive users to continue to use the BMA, thus we hypothesize: H4.…”

Section: Outcomes Of Brand Attachmentmentioning

confidence: 92%

Understanding drivers and outcomes of brand attachment in mobile branded apps

Tran

Furner

Albinsson

2020

JCM

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Purpose Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context. Design/methodology/approach A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM. Findings The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication. Originality/value The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.

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“…We are dealing here with the phenomenon opposite to omni-channel, where online distribution channels are added to traditional ones. The boundary between traditional and online trade is obviously blurred [51,52]. Some examples of this trend may be the newly opened shops of online giants such as Casper or the clothing company Frank and Oak or how Amazon bought the Whole Foods supermarket chain.…”

Section: Drivers Of E-commercementioning

confidence: 99%

How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development

Ingaldi

Ulewicz

2019

Sustainability

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Personalization, mobility, deliveries on the same day, and perhaps artificial intelligence—all of these elements will shape e-commerce in the near future. It is necessary to consider what features and standards online shops will have to meet in order to achieve success and to adapt to the changing preferences and requirements of the customer and their awareness of the perception of the environment through the prism of, for example, sustainable development. This means there is a need to specify a set of attributes that will influence the decision to use the services of a given e-shop. Despite all efforts, many online shops fail because they do not meet the expectations of customers. At the same time, meeting customer expectations is a big challenge for newly emerging e-shops. There are many studies on sustainable development in e-commerce, but there is no specific methodology for e-shop design, especially in the aspect of sustainable development. The authors propose a methodology based on Kano’s model and customer satisfaction to explore customers’ stated needs and unstated desires and to divided them into different groups with different impacts on customer satisfaction. In this paper, a case study on the attributes of customer satisfaction for a newly opened e-shop with organic products, which is to operate in the countries of Central Europe and takes into account selected assumptions of sustainable development, was presented. The research took the form of an original (authorial), universal survey that can be used in other similar research. A total of 1069 correctly completed surveys were taken into account for the analysis. Respondents indicated 16 must-have features for the e-shop in order to make customers benefit from its services and 11 one-dimensional features that will determine the level of customer satisfaction. Among the must-have features, there were those related to sustainable development, which indicates the environmental awareness of potential customers. The obtained results were given to the management of the research e-shop and were included during the design of its operation. After one to two years of e-shop operation, the results will be verified.

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Branding in a multichannel retail environment

Cited by 37 publications

References 118 publications

Understanding online retail brand equity: a cross-cultural perspective

Understanding online retail brand equity: a cross-cultural perspective

Understanding drivers and outcomes of brand attachment in mobile branded apps

How to Make E-Commerce More Successful by Use of Kano’s Model to Assess Customer Satisfaction in Terms of Sustainable Development

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