Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment
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Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

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Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment

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dc.contributor.author Frasquet del Toro, Marta
dc.contributor.author Mollà Descals, Alejandro
dc.contributor.author Ruiz Molina, María Eugenia
dc.date.accessioned 2018-12-03T09:32:39Z
dc.date.available 2018-12-03T09:32:39Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/10550/68167
dc.description.abstract Purpose. The purpose of this paper it to understand loyalty in the multichannel retail context. The paper analyses the interplay between offline and online loyalty and the direct and indirect effects on loyalty of brand trust and brand attachment, in a cross-cultural study. Design/methodology/approach. Online survey answered by 761 multichannel apparel shoppers in two countries (UK and Spain). SEM multigroup analysis is performed to test the hypothesized relations and the role of culture as a moderating variable. Findings. Online loyalty is largely driven by offline loyalty, which is also positively affected by brand trust and brand attachment. These relationships hold across the two different cultures. Research limitations/implications. The findings confirm the validity of applying the theory of cognitive dissonance to explain multichannel shopping behaviours. We did not find culture affects the relationships in our model; however, the validity of these findings should be tested considering other cultural variables different from nationality. Practical implications. Multichannel retailers should focus on building trust and attachment towards the brand if they want to get online and offline loyalty. The efforts to build stronger bonds between the customer and the retail brand translate into higher loyalty, particularly towards the offline channels. Originality/value. This paper extends the literature on the interactions between online and offline behaviour by focusing on the power of the brand to build strong customer bonds. Our model considers the role of brand attachment together with brand trust in offline and online loyalty simultaneously.
dc.language.iso eng
dc.relation.ispartof International Journal of Retail & Distribution Management, 2017, vol. 45, num. 6, p. 608-625
dc.rights.uri info:eu-repo/semantics/openAccess
dc.source Frasquet del Toro, Marta Mollà Descals, Alejandro Ruiz Molina, María Eugenia 2017 Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment International Journal of Retail & Distribution Management 45 6 608 625
dc.subject Economia
dc.title Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment
dc.type info:eu-repo/semantics/article
dc.date.updated 2018-12-03T09:32:40Z
dc.identifier.idgrec 124656

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