CROSSWISE AND RECIPROCAL EFFECTS OF OFFLINE AND ONLINE BRAND BELIEFS AND RETAIL BRANDS WITHIN MULTICHANNEL RETAIL SYSTEMS

摘要

The results underline the crosswise effects between Offline/Online brand beliefs and Online/Offline RBE, confirm stronger total effect for offline (vs. online) brand beliefs on loyalty and show stronger effects of offline and online brand beliefs in fashion (vs. grocery) retailing. The total effects of offline and online brand beliefs on loyalty are higher for retailers with strong OfP in both sectors. However, the paths that lead to success differ: We find significant differences the path "online brand beliefs -> offline RBE -> loyalty" for strong (vs. weak) OfP retailers. Strong OnP retailers have stronger total effects of offline and online brand beliefs on loyalty. However, the indirect effects differ: We find significant differences for the path "online brand beliefs -> offline RBE -> loyalty" for retailers with strong (vs. weak) OnP in both sectors. The assumption of reciprocity between offline and online brand equity is supported and the total effects of offline (vs. online) RBE on loyalty is significantly stronger. Multichannel fashion retailers participate more strongly from the reciprocity of offline and online RBE.