Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

Exploring the Impact of Online and Offline Channel Advantages on Brand Relationship Performance: The Mediating Role of Consumer Perceived Value

As omnichannel shopping behavior becomes increasingly popular among consumers, how to leverage the respective advantages and synergies of online and offline channels to retain customers for a long time is an urgent issue for retailers to solve. The purpose of this study is to explore the key advanta...

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Bibliographic Details
Main Authors: Yunyun Zhao, Xiaoyu Zhao, Yanzhe Liu
Format: Article
Language:English
Published: MDPI AG 2022-12-01
Series:Behavioral Sciences
Subjects:
channel advantage
consumer perceived value
brand relationship performance
omnichannel retail
decision-making process
Online Access:https://www.mdpi.com/2076-328X/13/1/16

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