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Reciprocal Effects Between Multichannel Retailers’ Offline and Online Brand Images

Wi-Suk Kwon and Sharron J. Lennon

Journal of Retailing, 2009, vol. 85, issue 3, 376-390

Abstract: Two experiments were conducted to disentangle reciprocal relationships between multichannel retailers’ offline and online brand images. Results support the cross-channel effect of prior offline brand image on online brand beliefs (biased assimilation) and that of online performance on offline brand beliefs (impact). Consumers’ online and offline brand attitudes were influenced by not only brand beliefs from the respective channel but also by beliefs from the other channel. But, strong prior offline brand image was found to mitigate the impact of online performance on offline brand beliefs in the presence of negative online performance (impact minimization) as a way to eliminate cognitive dissonance.

Keywords: Multichannel; Brand image; Reciprocal effects; Biased assimilation; Impact minimization (search for similar items in EconPapers)
Date: 2009
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