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Brand experience and brand implications in a multi-channel setting

Research output: Contribution to Journal/Magazine › Journal article › peer-review

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Brand experience and brand implications in a multi-channel setting. / Jones, Robert Paul; Runyan, Rodney.
In: The International Review of Retail, Distribution and Consumer Research, Vol. 23, No. 3, 2013, p. 265-290.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Jones, RP & Runyan, R 2013, 'Brand experience and brand implications in a multi-channel setting', The International Review of Retail, Distribution and Consumer Research, vol. 23, no. 3, pp. 265-290. https://doi.org/10.1080/09593969.2013.781531

APA

Jones, R. P., & Runyan, R. (2013). Brand experience and brand implications in a multi-channel setting. The International Review of Retail, Distribution and Consumer Research, 23(3), 265-290. https://doi.org/10.1080/09593969.2013.781531

Vancouver

Jones RP, Runyan R. Brand experience and brand implications in a multi-channel setting. The International Review of Retail, Distribution and Consumer Research. 2013;23(3):265-290. Epub 2013 Apr 11. doi: 10.1080/09593969.2013.781531

Author

Jones, Robert Paul ; Runyan, Rodney. / Brand experience and brand implications in a multi-channel setting. In: The International Review of Retail, Distribution and Consumer Research. 2013 ; Vol. 23, No. 3. pp. 265-290.

Bibtex

@article{9a3a9abacfbc4bdb80f929dd154ee406,
title = "Brand experience and brand implications in a multi-channel setting",
abstract = "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 experience, single-brand retailers, multi-channel, brand identity, brand community",
author = "Jones, {Robert Paul} and Rodney Runyan",
year = "2013",
doi = "10.1080/09593969.2013.781531",
language = "English",
volume = "23",
pages = "265--290",
journal = "The International Review of Retail, Distribution and Consumer Research",
issn = "0959-3969",
publisher = "Routledge",
number = "3",

}

RIS

TY - JOUR

T1 - Brand experience and brand implications in a multi-channel setting

AU - Jones, Robert Paul

AU - Runyan, Rodney

PY - 2013

Y1 - 2013

N2 - 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.

AB - 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.

KW - brand experience

KW - single-brand retailers

KW - multi-channel

KW - brand identity

KW - brand community

U2 - 10.1080/09593969.2013.781531

DO - 10.1080/09593969.2013.781531

M3 - Journal article

VL - 23

SP - 265

EP - 290

JO - The International Review of Retail, Distribution and Consumer Research

JF - The International Review of Retail, Distribution and Consumer Research

SN - 0959-3969

IS - 3

ER -