Transferring in-store experience to online : An omnichannel strategy for DIY customers' enhanced brand resonance and co-creative actions
Taewon Suh, Masoud Moradi
| Year of publication: |
2023
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|---|---|
| Authors: | Suh, Taewon ; Moradi, Masoud |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 168.2023, p. 1-12
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| Subject: | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Multikanalvertrieb | Multichannel strategy | Kundenintegration | Customer integration | Online-Handel | Online retailing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2023.114237 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014434840