6533b834fe1ef96bd129dfb2

RESEARCH PRODUCT

The role of the brand in driving online loyalty for multichannel retailers

Alejandro Mollá-descalsMarta FrasquetMaría-eugenia Ruiz-molina

subject

MarketingEconomics and Econometricsbusiness.industrymedia_common.quotation_subjectBrand awarenessAdvertisingCustomer relationship managementClothingBrand managementBrand relationshipComputerApplications_GENERALLoyaltyTechnology acceptance modelBusinessBrand equityBusiness and International ManagementMarketingComputingMilieux_MISCELLANEOUSmedia_common

description

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Multiple linear regression analysis is applied to data collected through a survey answered by 1533 multichannel retail shoppers in two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that both brand trust and brand attachment have a positive impact on loyal behaviour...

yearjournalcountryeditionlanguage
2015-10-20The International Review of Retail, Distribution and Consumer Research
https://doi.org/10.1080/09593969.2015.1081100