Moving single-brand retail shoppers from in-store to online : is brand experience still important?

Jones, Robert and Runyan, Rodney and Kim, Youn-kyung (2012) Moving single-brand retail shoppers from in-store to online : is brand experience still important? Journal of Marketing at Retail, 1 (2). pp. 17-30. ISSN 2164-0815

Abstract

This study extends research on brand experience from an in-store retail setting to the online environment. The setting utilizes single-brand retailers to add further understanding to a littlestudied form of retailing. Foundational to online retail brand loyalty are the experiences the shopper has while engaging the in-store environment. Leveraging in-store branding elements, the shopper’s brand experience can lead to identification with the brand as well as community. The research reveals significant positive relationships throughout, from brand experience to behavioral loyalty. This indicates that brand experience has a significant impact on identification with the brand, (both self- and social-identification), as well as brand community and loyalty.