| 000 | 01726nam a22002657a 4500 | ||
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| 003 | ZW-GwMSU | ||
| 005 | 20240927094622.0 | ||
| 008 | 240927b |||||||| |||| 00| 0 eng d | ||
| 040 |
_aMSU _b10696679 _cMSU _erda |
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| 050 | 0 | 0 | _aHF5415 JOU |
| 100 | 1 |
_aLanders, V. Myles _eauthor |
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| 245 | 1 | 0 |
_aThe effect of online versus offline retailer-brand image incongruity on the flow experience _ccreated by V. Myles Landers, Sharon E. Beatty, Sijun Wang, and David L. Mothersbaugh |
| 264 | 1 |
_aPhiladelphia: _bTaylor and Francis, _c2015 |
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| 336 |
_2rdacontent _atext _btxt |
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| 337 |
_2rdamedia _aunmediated _bn |
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| 338 |
_2rdacarrier _avolume _bnc |
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| 440 |
_aJournal of marketing theory and practice _vVolume 23, number 4 |
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| 520 | 3 | _aGiven 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. | |
| 650 |
_aBrand image _vMultichannel strategy _xRetail trade |
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| 700 | 1 |
_aBeatty, Sharon E. _eco-author |
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| 700 | 1 |
_aWang, Sijun _eco-author |
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| 700 | 1 |
_aMothersbaugh, David L. _eco-author |
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| 856 | _uhttps://doi.org/10.1080/10696679.2015.1049681 | ||
| 942 |
_2lcc _cJA |
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| 999 |
_c167366 _d167366 |
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