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Brand experience and brand implications in a multi-channel setting

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Branding scholars have been deeply engaged in the identification of different interactions between brand and consumer. Additionally with the evolution of the internet, increasing research has focused on which brand relationships translate to the on-line environment. The current research advances the examination of these relationship constructs in particular brand experience, brand identification, brand community, and behavioral loyalty through the simultaneous examination of the relationships in the off and on-line channels. To add clarity, the context of the study utilizes single-brand retailers to explore relationship dynamics, providing less brand noise than a multi-brand retailer. Our results demonstrate the effect of channel as a moderator among these brand and consumer relationships providing valuable insight into brand management in multi-channel settings. Additionally the benefits from the single-brand retailer setting are highlighted.

Keywords: brand community; brand experience; brand identity; multi-channel; single-brand retailers

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2013.781531

Publication date: July 1, 2013

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