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

Ver documento

Detalhes bibliográficos
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.
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

Registos relacionados

Registos relacionados