International Journal of Human Ecology

대한가정학회 (The Korean Home Economics Association)
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The Effect of Brand Image Inconsistency on Patronage Intent in U.S. Multi-channel Retailing

  • Yoo, Jung-Min (Department of Interior Design and Merchandising East Carolina University) ;
  • Kim, Min-Jeong (Merchandising Management Program Department of Design and Human Envorinment Oregon State University)
  • 투고 : 2011.10.15
  • 심사 : 2011.12.21
  • 발행 : 2011.12.30
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초록

Website design (due to increased online retailing) has received more attention as a way to influence consumer responses (Eroglu et al., 2001, 2003; Kim et al., 2009; Kim & Lennon, 2008; Yoo et al., 2010); however, the website design of multichannel retailers has not been examined from the perspective of the consistency of online store image with the brand image. This study examines the effect of brand image consistency (especially through the website) on consumer attitude and patronage intentions. The findings of this research will add to the growing body of literature on multichannel retailing and provide practical information for online retailers in the development of a website for their online business.

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피인용 문헌

  1. Brand experience and brand implications in a multi-channel setting vol.23, pp.3, 2013, https://doi.org/10.1080/09593969.2013.781531