Authentic omnichannel : providing consumers with a seamless brand experience through authenticity
Year of publication: |
2023
|
---|---|
Authors: | Massi, Marta ; Piancatelli, Chiara ; Vocino, Andrea |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 40.2023, 7, p. 1280-1298
|
Subject: | brand authenticity | brand experience | multichannel customer experience | omnichannel | seamlessness | signal congruency | signaling theory | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Signalling | Kundenzufriedenheit | Customer satisfaction | Glaubwürdigkeit | Credibility | Multikanalvertrieb | Multichannel strategy | Experiment | Markenimage | Brand image | Markenartikel | Brand |
-
Yin, Chin-Ching, (2022)
-
Omnichannel retailer brand experience : conceptualisation and proposal of a comprehensive scale
Frasquet Deltoro, Marta, (2021)
-
Does cross-channel consistency always create brand loyalty in omni-channel retailing?
Liu, Ting, (2024)
- More ...
-
Piancatelli, Chiara, (2021)
-
#artoninstagram : engaging with art in the era of the selfie
Piancatelli, Chiara, (2021)
-
Piancatelli, Chiara, (2020)
- More ...