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

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

Published

Standard

Moving single-brand retail shoppers from in-store to online: is brand experience still important? / Jones, Robert; Runyan, Rodney; Kim, Youn-kyung.
In: Journal of Marketing at Retail, Vol. 1, No. 2, 2012, p. 17-30.

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

Harvard

Jones, R, Runyan, R & Kim, Y 2012, 'Moving single-brand retail shoppers from in-store to online: is brand experience still important?', Journal of Marketing at Retail, vol. 1, no. 2, pp. 17-30. <http://www.marketingatretail.org/2012/moving-single-brand-retail-shoppers-from-in-store-to-online-is-brand-experience-still-important/>

APA

Jones, R., Runyan, R., & Kim, Y. (2012). Moving single-brand retail shoppers from in-store to online: is brand experience still important? Journal of Marketing at Retail, 1(2), 17-30. http://www.marketingatretail.org/2012/moving-single-brand-retail-shoppers-from-in-store-to-online-is-brand-experience-still-important/

Vancouver

Jones R, Runyan R, Kim Y. Moving single-brand retail shoppers from in-store to online: is brand experience still important? Journal of Marketing at Retail. 2012;1(2):17-30.

Author

Jones, Robert ; Runyan, Rodney ; Kim, Youn-kyung. / Moving single-brand retail shoppers from in-store to online : is brand experience still important?. In: Journal of Marketing at Retail. 2012 ; Vol. 1, No. 2. pp. 17-30.

Bibtex

@article{2f7e2bdde82844d09ed3d475fad18213,
title = "Moving single-brand retail shoppers from in-store to online: is brand experience still important?",
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{\textquoteright}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.",
author = "Robert Jones and Rodney Runyan and Youn-kyung Kim",
year = "2012",
language = "English",
volume = "1",
pages = "17--30",
journal = "Journal of Marketing at Retail",
issn = "2164-0815",
publisher = "Point of Purchase Advertising International (POPAI) ",
number = "2",

}

RIS

TY - JOUR

T1 - Moving single-brand retail shoppers from in-store to online

T2 - is brand experience still important?

AU - Jones, Robert

AU - Runyan, Rodney

AU - Kim, Youn-kyung

PY - 2012

Y1 - 2012

N2 - 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.

AB - 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.

M3 - Journal article

VL - 1

SP - 17

EP - 30

JO - Journal of Marketing at Retail

JF - Journal of Marketing at Retail

SN - 2164-0815

IS - 2

ER -