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:

Landers, V. Myles [author]

Contributor(s):

Material type: Text

TextSeries: Journal of marketing theory and practice ; Volume 23, number 4Philadelphia: Taylor and Francis, 2015Content type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

Brand image -- Multichannel strategy -- Retail trade

LOC classification:

HF5415 JOU

Online resources:

Click here to access online

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	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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