The effect of online versus offline retailer-brand image incongruity on the flow experience
Landers, V. Myles
The effect of online versus offline retailer-brand image incongruity on the flow experience created by V. Myles Landers, Sharon E. Beatty, Sijun Wang, and David L. Mothersbaugh - Journal of marketing theory and practice Volume 23, number 4 .
Given the importance of retailer-brand image, of particular importance today is how a firm can most successfully manage its image across channels. Studies show that incongruity between online versus offline retailer-brand images can affect consumer attitudes toward a firm’s website. This study extends previous work by incorporating flow, another important construct, into the examination of incongruity between retailer-brand images. The authors find that incongruity negatively and directly affects the flow experience, while also disrupting the effects of a website’s navigation performance on flow. The effects of these variables on attitude toward the websites and revisit intentions are also noted.
Brand image--Retail trade--Multichannel strategy
HF5415 JOU
The effect of online versus offline retailer-brand image incongruity on the flow experience created by V. Myles Landers, Sharon E. Beatty, Sijun Wang, and David L. Mothersbaugh - Journal of marketing theory and practice Volume 23, number 4 .
Given the importance of retailer-brand image, of particular importance today is how a firm can most successfully manage its image across channels. Studies show that incongruity between online versus offline retailer-brand images can affect consumer attitudes toward a firm’s website. This study extends previous work by incorporating flow, another important construct, into the examination of incongruity between retailer-brand images. The authors find that incongruity negatively and directly affects the flow experience, while also disrupting the effects of a website’s navigation performance on flow. The effects of these variables on attitude toward the websites and revisit intentions are also noted.
Brand image--Retail trade--Multichannel strategy
HF5415 JOU