- Title
- Examining the formation of website attitudes toward multi-channel retailers through service branding and website capabilities
- Creator
- Carlson, Jamie; O'Cass, Aron
- Relation
- Thought Leaders in Brand Management Conference 2011. Proceedings of the Thought Leaders in Brand Management Conference 2011 (Lugano, Switzerland 10-12 March 2011) p. 223-233
- Relation
- http://www.brand-management.usi.ch
- Publisher
- Universitá della Svizzera italiana
- Resource Type
- conference paper
- Date
- 2011
- Description
- The paper examines the role of service branding and website performances in a multi-channel retail context by studying consumers who have on-going relationships with retailers. The focus is on understanding perceptions of image congruency of the retail service brand across physical and the electronic channels, together with website performance perceptions influencing website attitudes. The effects of website attitudes on behavioural loyalty are also investigated. Data were gathered via an online survey from 196 consumers and analysed using structural equation modelling via PLS analysis. The findings shed light on the importance of cross-channel service brand management and managing critical website service interface capabilities in the retail environment.
- Subject
- multi-channel retailing; service branding; brand image congruency; e-service delivery; website attitudes
- Identifier
- http://hdl.handle.net/1959.13/1058399
- Identifier
- uon:16399
- Identifier
- ISBN:9788861010093
- Language
- eng
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