Toward a new business model of retail industry: The role of brand experience and brand authenticity

JungKun Park, EunPyo Hong and Yun-na Park

Journal of Retailing and Consumer Services, 2023, vol. 74, issue C

Abstract: While the customer-to-manufacturer (C2M) business model has received increasing attention as a new business model for e-commerce and retail industry, little is still known about it and the effect of its approach. This study aims to understand how brand-related stimuli in C2M environments affect customer responses as the worldwide COVID-19 pandemic. The outcomes reveal that the Sensory, affective, and intellectual aspects of brand experience positively influence brand authenticity. Brand authenticity has a positive effect on behavioral intention, such as reuse intention and word-of-mouth. Additionally, this research finds that social presence moderates the association between the sensory aspect of brand experience. Thus, this study can suggest a C2M business model as a means of sustainable operation of the retail industry to both researchers and practitioners in relation to the retail industry.

Keywords: Customer-to-manufacturer (C2M); Brand experience; Brand authenticity; Behavior intention; Social presence (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:74:y:2023:i:c:s096969892300173x

DOI: 10.1016/j.jretconser.2023.103426

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