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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

By: Contributor(s): Material type: TextTextSeries: Journal of marketing theory and practice ; Volume 23, number 4Philadelphia: Taylor and Francis, 2015Content type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): LOC classification:
  • HF5415 JOU
Online resources: Abstract: 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.
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Holdings
Item type Current library Call number Vol info Copy number Status Notes Date due Barcode
Journal Article Journal Article Main Library - Special Collections HF5415 JOU (Browse shelf(Opens below)) Vol. 23, no. 4 (pages 370-387) SP23761 Not for loan For in house use

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.

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