کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
886580 | 913071 | 2009 | 15 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
بازاریابی و مدیریت بازار
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چکیده انگلیسی
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 beliefs from the respective channel but also by beliefs from the other channel. But, strong prior offline brand image was found to mitigate the impact of online performance on offline brand beliefs in the presence of negative online performance (impact minimization) as a way to eliminate cognitive dissonance.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 85, Issue 3, September 2009, Pages 376–390
Journal: Journal of Retailing - Volume 85, Issue 3, September 2009, Pages 376–390
نویسندگان
Wi-Suk Kwon, Sharron J. Lennon,