Publicação
The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
| Resumo: | Recently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment. |
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| Autores principais: | Nawrot, Jessica |
| Assunto: | Consumer behavior Brand equity Marketing communication Online marketing In-store experience Retail store |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | Recently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment. |
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