The effects of the online and offline purchase environment on consumer choice of familiar and unfamiliar brands

Saini, Yvonne; Lynch, John

doi:10.1016/j.ijresmar.2016.02.003

Cited by 26 publications

(16 citation statements)

References 9 publications

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“…The impact of sensory information on processing of brand information has been previously investigated (e.g., Krishna 2010; Krishna and Schwarz 2014). For example, Saini and Lynch (2016) show that familiar brands are preferred in online settings (relative to offline) when sensory information is diagnostic and plays a role in brand choice. However, hyperconnectivity offers additional research opportunities in this area.…”

Section: Rethinking the Roles And The Functions Of Brandsmentioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

270

211

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Technological advances have resulted in a hyperconnected world, requiring a reassessment of branding research from the perspectives of firms, consumers, and society. Brands are shifting away from single ownership to shared ownership, as heightened access to information and people is allowing more stakeholders to cocreate brand meanings and experiences alongside traditional brand owners and managers. Moreover, hyperconnectivity has allowed existing brands to expand their geographic reach and societal roles, while new types of branded entities (ideas, people, places, and organizational brands) are further stretching the branding space. To help establish a new branding paradigm that accounts for these changes, the authors address the following questions: (1) What are the roles and functions of brands?, (2) How is brand value (co)created?, and (3) How should brands be managed? Throughout the article, the authors also identify future research issues that require scholarly attention, with the aim of aligning branding theory and practice with the realities of a hyperconnected world.

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Section: Rethinking the Roles And The Functions Of Brandsmentioning

confidence: 99%

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Swaminathan¹,

Sorescu²,

Steenkamp³

et al. 2020

Journal of Marketing

270

211

View full text Add to dashboard Cite

show abstract

“…As a result, this research may have obtained different results by considering the product types. In addition, product of familiar and unfamiliar brands ( Saini and Lynch, 2016 ) and cocreated product ( Cohen-Vernik et al, 2019 ) may impact our results. Future research can examine the effect of the inconsistent color presentation of prices for these types of products on consumers’ purchase likelihood.…”

Section: Discussionmentioning

confidence: 94%

The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood

et al. 2021

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Retailers like to use different colors to present the sale price and original price when they are presenting a promotion price. How does the inconsistent color presentation of the prices influence consumers’ purchase likelihood? The extant research does not consider this question. This article will address this question. Drawing on incongruence theory and the persuasion knowledge model (PKM), this article proposes that when the color of the sale price is inconsistent (vs. consistent) with that of the original price, consumers show less preference for the sale price. The reason is that consumers perceive the price as being less trustworthy, which leads to a lower purchase likelihood. Furthermore, this effect is affected by the brand awareness of products. Specifically, when products are less-known brands, the inconsistent (vs. consistent) colors of the sale price and original price will lead to a lower purchase likelihood. In contrast, when products are well-known brands, the inconsistent (vs. consistent) colors of the sale price and original price will lead to a high purchase likelihood. In this article, four studies are used to verify these hypotheses, and implications of theory and practice of the present research are discussed.

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“…The research results suggested that loyalty is also different for online grocery shoppers than for in-store grocery shoppers as Saini and Lynch (2016) or Danaher et al (2003) claimed. While 67% of online grocery shoppers would choose one of the traditional grocery retailers if they would begin offering products online, only 44% of in-store grocery shoppers would do so.…”

Section: Globusmentioning

confidence: 87%

“…Based on that, these hypotheses were formulated as: The differences between online and offline grocery shoppers have been explored from different perspectives. Some studies have focused on the differences in consumer behaviour of these groups (Munson et al, 2017;Harris, Riley, Riley, & Hand, 2017), while others have examined the perception of technology and innovation (Maat & Konings, 2018;Moliner-Velázquez et al, 2019) or on differences in loyalty (Saini & Lynch, 2016;Danaher et al, 2003). The research in this paper will focus on differences in the acceptance of new technologies and loyalty between online and offline grocery customers.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

“…There is a lot of loyaltyoriented research for offline customers or online customers, but this research is oriented on differences between both groups. The researchers suggest that brand loyalty differs in online and offline purchasing contexts (Saini & Lynch, 2016;Danaher et al, 2003). It was found that the relationship between customer and brand (i.e.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

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Online Grocery Shopping Acceptance: The Impact on the Perception of New Technologies and Loyalty in Retailing

Bauerová¹

2019

CEBR

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Online grocery shopping is becoming an integral part of life for more and more customers around the world and has truly changed the way consumers acquire their groceries. Nevertheless, the offline environment is still a priority for most customers. Therefore, it is not surprising that new technologies are also being introduced in traditional stores. The purpose of this paper is to explore if all generations of customers equally perceive pressure to apply new technologies into the purchasing process and how previous online grocery shopping acceptance can influence customer behaviour. This research was conducted on a sample of 1,050 online respondents. The answers of respondents have a nominal character. Therefore, Pearson´s chi-square test was used for testing. Subsequently, the frequency analysis was used for a more detailed examination. The results indicate that online grocery shopping acceptance positively influences the perception of new technologies from the perspective of all generations of customers. An interesting finding is that if traditional retailers entered the online market, 67% of online grocery shoppers would change retailers. This paper brings a new perspective on online and offline generations of customers and states that online grocery shopping acceptance is a predictor of positive perception of other technologies in retailing. Managers should take steps to increase the acceptance of technologies in stores, which will facilitate the business processes in the store and optimize the use of the workforce. This paper also demonstrates an opportunity for traditional retailers to enter the online marketplace.

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The effects of the online and offline purchase environment on consumer choice of familiar and unfamiliar brands

Cited by 26 publications

References 9 publications

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

Branding in a Hyperconnected World: Refocusing Theories and Rethinking Boundaries

The Influence of the Inconsistent Color Presentation of the Original Price and Sale Price on Purchase Likelihood

Online Grocery Shopping Acceptance: The Impact on the Perception of New Technologies and Loyalty in Retailing

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