TY  - BOOK
AU  - Landers,V.Myles
AU  - Beatty,Sharon E.
AU  - Wang,Sijun
AU  - Mothersbaugh,David L.
TI  - The effect of online versus offline retailer-brand image incongruity on the flow experience
AV  - HF5415 JOU 
PY  - 2015///
CY  - Philadelphia
PB  - Taylor and Francis
KW  - Brand image
KW  - Multichannel strategy
KW  - Retail trade
N2  - 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
UR  - https://doi.org/10.1080/10696679.2015.1049681
ER  -