Engaging with omnichannel brands: the role of consumer empowerment
Purpose This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement. Design/methodology/approach Survey data are collected from a sample consumers of different omnichannel retailing brands ope...
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | , |
| التنسيق: | article |
| منشور في: |
2023
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| الوصول للمادة أونلاين: | http://hdl.handle.net/10725/14566 https://doi.org/10.1108/IJRDM-02-2022-0044 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/html |
| الوسوم: |
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| _version_ | 1864513469646110720 |
|---|---|
| author | Itani, Omar S. |
| author2 | Loureiro, Sandra Maria Correia Ramadan, Zahy |
| author2_role | author author |
| author_facet | Itani, Omar S. Loureiro, Sandra Maria Correia Ramadan, Zahy |
| author_role | author |
| dc.creator.none.fl_str_mv | Itani, Omar S. Loureiro, Sandra Maria Correia Ramadan, Zahy |
| dc.date.none.fl_str_mv | 2023-03-15T14:22:03Z 2023-03-15T14:22:03Z 2023 2023-01-31 |
| dc.identifier.none.fl_str_mv | 0959-0552 http://hdl.handle.net/10725/14566 https://doi.org/10.1108/IJRDM-02-2022-0044 Itani, O. S., Loureiro, S. M. C., & Ramadan, Z. (2023). Engaging with omnichannel brands: the role of consumer empowerment. International Journal of Retail & Distribution Management, 51(2), 238-261. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/html |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | International Journal of Retail & Distribution Management |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Engaging with omnichannel brands: the role of consumer empowerment |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | Purpose This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement. Design/methodology/approach Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized. Findings The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement. Originality/value This study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_2bacb0f3967ed2ec6ab3408ed2d0a03f |
| identifier_str_mv | 0959-0552 Itani, O. S., Loureiro, S. M. C., & Ramadan, Z. (2023). Engaging with omnichannel brands: the role of consumer empowerment. International Journal of Retail & Distribution Management, 51(2), 238-261. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/14566 |
| publishDate | 2023 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Engaging with omnichannel brands: the role of consumer empowermentItani, Omar S.Loureiro, Sandra Maria CorreiaRamadan, ZahyPurpose This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement. Design/methodology/approach Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized. Findings The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement. Originality/value This study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative.Published2023-03-15T14:22:03Z2023-03-15T14:22:03Z20232023-01-31Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article0959-0552http://hdl.handle.net/10725/14566https://doi.org/10.1108/IJRDM-02-2022-0044Itani, O. S., Loureiro, S. M. C., & Ramadan, Z. (2023). Engaging with omnichannel brands: the role of consumer empowerment. International Journal of Retail & Distribution Management, 51(2), 238-261.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/htmlenInternational Journal of Retail & Distribution Managementinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/145662024-07-12T06:54:57Z |
| spellingShingle | Engaging with omnichannel brands: the role of consumer empowerment Itani, Omar S. |
| status_str | publishedVersion |
| title | Engaging with omnichannel brands: the role of consumer empowerment |
| title_full | Engaging with omnichannel brands: the role of consumer empowerment |
| title_fullStr | Engaging with omnichannel brands: the role of consumer empowerment |
| title_full_unstemmed | Engaging with omnichannel brands: the role of consumer empowerment |
| title_short | Engaging with omnichannel brands: the role of consumer empowerment |
| title_sort | Engaging with omnichannel brands: the role of consumer empowerment |
| url | http://hdl.handle.net/10725/14566 https://doi.org/10.1108/IJRDM-02-2022-0044 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/html |