Omnichannel-based promotionsâ€™ effects on purchase behavior and brand image
Fredrik Lange and
Ronald L. Hess
Journal of Retailing and Consumer Services, 2017, vol. 39, issue C, 286-295
This paper examines the effects of utilizing consumersâ€™ digital shopping traces when designing in-store promotions on purchase behavior and brand image. In two experimental studies with 526 and 550 espondents, the authors examine the effects of omnichannel-based promotions (e.g. using digital shopping trace to offer a promotion when the consumer enters the physical store) in two different product categories (utilitarian vs. hedonic), spontaneous/planned purchases and two different retail industries (durable good vs. travel). The results show that retailers benefit from using digital shopping traces as it increases purchases and enhances brand imagery. The effects are moderated by product category and type of purchase.
Keywords: Omnichannel retailing; Promotion; Purchase behavior; Brand image (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:39:y:2017:i:c:p:286-295
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