Offline and Online Brand Image Creation
نویسندگان
چکیده
منابع مشابه
What induces online loyalty? Online versus offline brand images☆
a r t i c l e i n f o This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image) × 2 (online performance) between-su...
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This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed t...
متن کاملReciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images
Two experiments were conducted to disentangle reciprocal relationships between multichannel retailers’ offline and online brand images. Results support the cross-channel effect of prior offline brand image on online brand beliefs (biased assimilation) and that of online performance on offline brand beliefs (impact). Consumers’ online and offline brand attitudes were influenced by not only brand...
متن کاملA Comparison of Online and Offline Consumer Brand Loyalty
In this study we compare consumer brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery product categories. The online purchase data come from a large traditional grocery retailer that also operates an online store for its products. The offline data corresponds to the exact same brands and categories bought in traditional stores by a panel of homes oper...
متن کاملCreation of Utilitarian Value with Online and Offline Transaction Phases
The Internet transformed a large number of industries, resulting in various e-commerce business models. An industry that has experienced a particularly large impact is tourism. Although numerous travel agencies offer their services online, the question about the design of online vis-à-vis offline distribution channels continues to persist. This research investigates the value creation for custo...
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ژورنال
عنوان ژورنال: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
سال: 2015
ISSN: 1509-0507,2353-2874
DOI: 10.18276/pzfm.2015.39-13