How are e-retailer brands related to the manufacturer brands they offer?

IF 2.4 4区 管理学 Q3 BUSINESS International Journal of Market Research Pub Date : 2022-05-30 DOI:10.1177/14707853221095002
Richard Huaman-Ramirez, Jean-François Toti
{"title":"How are e-retailer brands related to the manufacturer brands they offer?","authors":"Richard Huaman-Ramirez, Jean-François Toti","doi":"10.1177/14707853221095002","DOIUrl":null,"url":null,"abstract":"The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating role of the consumer’s chronological age on the effects of both manufacturer brand experience and e-retailer brand experience on brand satisfaction. A sample of 252 beauty box French subscribers took part in our study, and we used partial least squares structural equation modelling to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction. We also show that chronological age has a positive moderating role on the relationship between e-retailer brand experience and e-retailer brand satisfaction.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2022-05-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Market Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1177/14707853221095002","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0

Abstract

The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating role of the consumer’s chronological age on the effects of both manufacturer brand experience and e-retailer brand experience on brand satisfaction. A sample of 252 beauty box French subscribers took part in our study, and we used partial least squares structural equation modelling to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction. We also show that chronological age has a positive moderating role on the relationship between e-retailer brand experience and e-retailer brand satisfaction.
查看原文
分享 分享
微信好友 朋友圈 QQ好友 复制链接
本刊更多论文
电子零售商品牌与他们提供的制造商品牌有什么关系?
本文的目的是研究电子零售商品牌与他们提供的制造商品牌之间的关系。本研究基于体验式品牌视角,关注多个维度(即感官、情感和智力)。我们还考察了消费者的年龄对制造商品牌体验和电子零售商品牌体验对品牌满意度的影响的调节作用。252名美容盒法国用户参加了我们的研究,我们使用偏最小二乘结构方程模型来检验我们的假设。我们的研究结果表明,制造商的品牌体验对电子零售商的品牌体验产生了积极的直接影响,而电子零售商又对电子零售商品牌满意度产生了积极影响。我们还发现,年龄对电子零售商品牌体验和电子零售商品牌满意度之间的关系具有正向调节作用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
求助全文
约1分钟内获得全文 去求助
来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
期刊最新文献
Examining stated improvement research methods Marketing Outcomes and Shareholder Value: A Review and Research Agenda Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis Machine learning based methods for ratemaking health care insurance When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
现在去查看 取消
×
提示
确定
0
微信
客服QQ
Book学术公众号 扫码关注我们
反馈
×
意见反馈
请填写您的意见或建议
请填写您的手机或邮箱
已复制链接
已复制链接
快去分享给好友吧!
我知道了
×
扫码分享
扫码分享
Book学术官方微信
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术
文献互助 智能选刊 最新文献 互助须知 联系我们:info@booksci.cn
Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。
Copyright © 2023 Book学术 All rights reserved.
ghs 京公网安备 11010802042870号 京ICP备2023020795号-1