The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl

Detalhes bibliográficos
Autor(a) principal: Nawrot, Jessica
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/138108
Resumo: Recently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment.
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spelling The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store LidlConsumer behaviorBrand equityMarketing communicationOnline marketingIn-store experienceRetail storeDomínio/Área Científica::Ciências Sociais::Economia e GestãoRecently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment.Martinez, LuisRUNNawrot, Jessica2021-06-292021-05-212025-05-21T00:00:00Z2021-06-29T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138108TID:202894940enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-10T16:06:46ZPortal AgregadorONG
dc.title.none.fl_str_mv The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
title The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
spellingShingle The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
Nawrot, Jessica
Consumer behavior
Brand equity
Marketing communication
Online marketing
In-store experience
Retail store
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
title_full The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
title_fullStr The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
title_full_unstemmed The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
title_sort The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl
author Nawrot, Jessica
author_facet Nawrot, Jessica
author_role author
dc.contributor.none.fl_str_mv Martinez, Luis
RUN
dc.contributor.author.fl_str_mv Nawrot, Jessica
dc.subject.por.fl_str_mv Consumer behavior
Brand equity
Marketing communication
Online marketing
In-store experience
Retail store
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Brand equity
Marketing communication
Online marketing
In-store experience
Retail store
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Recently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment.
publishDate 2021
dc.date.none.fl_str_mv 2021-06-29
2021-05-21
2021-06-29T00:00:00Z
2025-05-21T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/138108
TID:202894940
url http://hdl.handle.net/10362/138108
identifier_str_mv TID:202894940
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
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