Reinforcement of brand relationships in an omnichannel environment : a qualitative study on clothing shopping
Paananen, T., Kemppainen, T., Frank, L., Holkkola, M., & Mali, E. (2022). Reinforcement of brand relationships in an omnichannel environment : a qualitative study on clothing shopping. In MCIS 2022 : Proceedings of the 14th Mediterranean Conference on Information Systems (Article 11). Association for Information Systems. https://aisel.aisnet.org/mcis2022/11/
Päivämäärä
2022Oppiaine
Value Creation for Cyber-Physical Systems and ServicesKestävä liiketoiminta ja talous (painoala)Hyvinvoinnin tutkimuksen yhteisöSustainable BusinessTietojärjestelmätiedeMarkkinointiBasic or discovery scholarshipValue Creation for Cyber-Physical Systems and ServicesSustainable Business and Economy (focus area)School of WellbeingSustainable BusinessInformation Systems ScienceMarketingBasic or discovery scholarshipTekijänoikeudet
© Association for Information Systems 2022
Today’s brands operate in an omnichannel environment consisting of different online and offline channels where the brand can be experienced. This qualitative study investigates brand relationship reinforcement in the omnichannel environment among customers of a Finnish clothing brand, R-Collection. The data collection was conducted in 2021 by interviewing ten customers of R-Collection. We examined the brand relationship reinforcement in four channels: brick-and-mortar (B&M), online store, social media, and second hand. The findings show that brand relationships can be rein-forced differently in these channels. In B&M stores, sensing the quality of clothing, a customer experience that meets expectations, and store atmosphere worth visiting are essential for strengthening the brand relationship. In online stores, finding the best online deal, browsing clothes for entertainment, testing and considering before purchase decision, and feeling of exclusivity after purchase affirmed the brand relationship. Other peoples’ admiration, staying informed by following the pleasant brand, well-targeted sponsored ads that provide information, and inspiring brand ambassador strengthen the brand relationship on the social media channel. Finally, in the second-hand channel, ‘treasure hunting’, an opportunity to resell at a reasonable price and contribution to a sustainable lifestyle reinforce shoppers’ brand relationships. The omnichannel brand relationships needs more research from different perspectives.
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Julkaisija
Association for Information SystemsEmojulkaisun ISBN
978-88-87173-05-5Konferenssi
Mediterranean Conference on Information SystemsKuuluu julkaisuun
MCIS 2022 : Proceedings of the 14th Mediterranean Conference on Information SystemsAsiasanat
Alkuperäislähde
https://aisel.aisnet.org/mcis2022/11/Julkaisu tutkimustietojärjestelmässä
https://converis.jyu.fi/converis/portal/detail/Publication/176550325
Metadata
Näytä kaikki kuvailutiedotKokoelmat
- Informaatioteknologian tiedekunta [2275]
- Kauppakorkeakoulu [1355]
Rahoittaja(t)
Rahoitusohjelmat(t)
Muut, Business FinlandLisenssi
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