Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type
Purpose: The aim of this study is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs. app stores) and product type. Design/methodology/approach: A...
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| Format: | Article |
| Published: |
Emerald
2017
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| Subjects: | |
| Online Access: | http://eprints.sunway.edu.my/668/ |
| _version_ | 1848801873886183424 |
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| author | Rezaei, Sajad Valaei, Naser * |
| author_facet | Rezaei, Sajad Valaei, Naser * |
| author_sort | Rezaei, Sajad |
| building | SU Institutional Repository |
| collection | Online Access |
| description | Purpose:
The aim of this study is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs. app stores) and product type.
Design/methodology/approach:
A total of 459 completed online questionnaires were collected from experienced online (N=254) and app shoppers (N=205) to empirically test the proposed model. Partial least squares (PLS) path modelling approach, a variance based structural equation modelling (VB-SEM), was performed to evaluate the measurement and the structural model.
Findings:
The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66% of variances in brand attachment. Partial least square-multi group analysis (PLS-MGA) reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.
Originality/value:
With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed. |
| first_indexed | 2025-11-14T21:14:23Z |
| format | Article |
| id | sunway-668 |
| institution | Sunway University |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:14:23Z |
| publishDate | 2017 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | sunway-6682019-07-03T09:18:48Z http://eprints.sunway.edu.my/668/ Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type Rezaei, Sajad Valaei, Naser * HF Commerce Purpose: The aim of this study is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs. app stores) and product type. Design/methodology/approach: A total of 459 completed online questionnaires were collected from experienced online (N=254) and app shoppers (N=205) to empirically test the proposed model. Partial least squares (PLS) path modelling approach, a variance based structural equation modelling (VB-SEM), was performed to evaluate the measurement and the structural model. Findings: The study’s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66% of variances in brand attachment. Partial least square-multi group analysis (PLS-MGA) reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment. Originality/value: With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed. Emerald 2017 Article PeerReviewed Rezaei, Sajad and Valaei, Naser * (2017) Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type. Information Technology & People. 00-00. ISSN 0959-3845 http://dx.doi.org/10.1108/ITP-12-2015-0308 doi:10.1108/ITP-12-2015-0308 |
| spellingShingle | HF Commerce Rezaei, Sajad Valaei, Naser * Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title | Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title_full | Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title_fullStr | Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title_full_unstemmed | Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title_short | Branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| title_sort | branding in a multichannel retail environment: online stores vs. app stores and the effect of product type |
| topic | HF Commerce |
| url | http://eprints.sunway.edu.my/668/ http://eprints.sunway.edu.my/668/ http://eprints.sunway.edu.my/668/ |