Browse > Article
http://dx.doi.org/10.6115/ljhe.2011.12.2.25

The Effect of Brand Image Inconsistency on Patronage Intent in U.S. Multi-channel Retailing  

Yoo, Jung-Min (Department of Interior Design and Merchandising East Carolina University)
Kim, Min-Jeong (Merchandising Management Program Department of Design and Human Envorinment Oregon State University)
Publication Information
International Journal of Human Ecology / v.12, no.2, 2011 , pp. 25-37 More about this Journal
Abstract
Website design (due to increased online retailing) has received more attention as a way to influence consumer responses (Eroglu et al., 2001, 2003; Kim et al., 2009; Kim & Lennon, 2008; Yoo et al., 2010); however, the website design of multichannel retailers has not been examined from the perspective of the consistency of online store image with the brand image. This study examines the effect of brand image consistency (especially through the website) on consumer attitude and patronage intentions. The findings of this research will add to the growing body of literature on multichannel retailing and provide practical information for online retailers in the development of a website for their online business.
Keywords
website design; multichannel retailers; online store image; brand image; consumer attitude;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Women's Wear Daily (2007). Apparel Now No. 1 Online. Retrieved January 25, 2008 from: http://www.wwd.com /not available/dotcom?target=/related/article/115743&articleId=115743&articleType=A &industryKw=related&industryKw2=relatedarticle.
2 Yoo, C., Park, J., & Maclnnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitudes. Journal of Business Research, 42, 253-263.   DOI   ScienceOn
3 Yoo, J., Kim, M., & Burns, L. (2010, June). The effects of online product presentation on consumer responses: Mental imagery perspective. Paper presented at American Collegiate Retailing Association, Orlando, FL.
4 Yoo, J., Kim, M., & Burns, L. (2010, November). The effects of home page design on consumer responses: A moderating role of brand familiarity and centrality of visual product aesthetics. Paper presented at International Textile and Apparel Association, Montreal, Canada.
5 Yun, Z-S, & Good, L. K. (2007). Developing customer loyalty from e-tail store image attributes. Managing Service Quality, 17(1), 4-22.   DOI   ScienceOn
6 Park, S., Choi, D., & Kim, J. (2005). Visualizing ebrand personality: Exploratory studies on visual attributes and e-brand personalities in Korea. International Journal of Human-Computer Interaction, 19(1), 7-34   DOI   ScienceOn
7 Park, C. W., Jaworski, B. J., & Macinnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145.   DOI   ScienceOn
8 Scher, S. J., & Cooper, J. (1989). Motivational basis of dissonance: The singular role or behavioral consequences. Journal of Personality and Social Psychology, 56(6), 899-906.   DOI
9 Park, J., Lennon, S. J., & Stoel, L. (2005). Online product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695-719.   DOI   ScienceOn
10 Schenkamn, B. N., & Jonsson, F. U. (2000). Aesthetics and preferences of web pages. Behavior and Information Technology, 19(5), 367-377.   DOI   ScienceOn
11 Singh, S. N., & Dalal, N. P. (1999) Web home pages as advertisements. Communication of the ACM, 42(8), 91-98.   DOI   ScienceOn
12 Solomon, M. R. (1983). The role of products as social stimuli: A symbolic interactionism perspective. Journal of Consumer Research, 10(December), 319-329.   DOI   ScienceOn
13 Sen, S., Block, L. G., & Chandran, S. (2002). Window displays and consumer shopping decisions. Journal of Retailing and Consumer Services, 9, 277-290.   DOI   ScienceOn
14 Thompson, J. (2008, June 4). What slowdown? Brit shoppers hit the web, Business Week, Retrieved October 18, 2009, from http://www.businessweek.com/globalbiz/content/jun2008/gb2008064 _694470.htm?campaign_id=rss_daily
15 Van Der Rijt, G. A. J., & Westerik, H. (2004). Social and cognitive factors contributing to the intention to undergo a smoking cessation treatment. Addictive Behaviors, 29, 191-198.   DOI   ScienceOn
16 Wilkie, W. (1986). Consumer behavior. New York, NY: John Wiley & Sons, Inc.
17 Kim, M., & Lennon, S. J. (2008). The effects of visual and verbal information on attitudes and purchase intentions in Internet shopping. Psychology & Marketing, 25, 146-178.   DOI   ScienceOn
18 Lavie, T., & Tractinsky, N. (2004). Assessing dimensions of perceived visual aesthetics of web sites. International Journal of Human-Computer Studies, 60, 269-298.   DOI   ScienceOn
19 Kwon, W., & Lennon, S. J. (2009). What induces online loyalty? Online versus offline brand images. Journal of Business Research, 62, 557-564.   DOI   ScienceOn
20 Kunze, M. (2000). Maximizing help for dissonant smokers. Addiction, 95, 13-18.   DOI
21 Lee, M. Y., & Johnson, K. K. P. (2002). Exploring differences between Internet apparel purchasers, browsers and non-purchasers. Journal of Fashion Marketing and Management, 6(2), 146-157.   DOI   ScienceOn
22 Lindsey-Mullikin, J. (2003). Beyond reference pricing: Understanding consumers' encounters with unexpected prices. Journal of Product & Brand Management, 12(3), 140-153.   DOI   ScienceOn
23 Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-66.   DOI   ScienceOn
24 Maslow, A. H. (1970). Motivation and Personality, New York, NY; Harper & Row Publishers, Inc.
25 Mazursky, D., & Jacoby, J. (1986). Exploring the development of store images. Journal of Retailing, 62(2), 145-165.
26 Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), 23-34.   DOI   ScienceOn
27 Pallak, M., & Pittman, T. (1972). General motivational effects of dissonance arousal. Journal of Personality and Social Psychology, 21, 349-358.   DOI
28 Holbrook, M. B., & Bartra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-421.   DOI   ScienceOn
29 Grewal, D., Baker, J., Levy, M., & Voss, G. B. (2003). The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores. Journal of Retailing, 79, 259-268.   DOI   ScienceOn
30 Hantula, D. A. (2005). Guest editorial: Experiments in e-commerce. Psychology & Marketing, 22(2), 103-107.   DOI   ScienceOn
31 Holmes, J. H., & Crocker, K. E. (1987). Predispositions and the comparative effectiveness of rational, emotional and discrepant appeals for both high involvement and low involvement products. Journal of Academy of Marketing Science, 15(1), 27-35.   DOI   ScienceOn
32 Hu, H., & Jasper, C. R. (2006). Social cues in the store environment and their impact on store image. International Journal of Retail & Distribution Management, 34(1), 25-48.   DOI   ScienceOn
33 Internet Retailer (2011). Top 500 guide. Chicago, IL: Vertical Web Media LLC.
34 Internet World Stats (2009). Internet usage and population in North America, Retrieved October 1, 2011 from http://www.internetworldstats.com/ stats14.htm
35 Keaveney, S. M., & Hunt, K. A. (1992). Conceptualization and operationalization of retail store image: A case of rival middle-level theories. Journal of the Academy of Marketing Science, 20(2), 165-176.   DOI   ScienceOn
36 Keller, L. K. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
37 eMarketer (2006), Multi-channel shopping: The rise of the retail chains. Retrieved October 1, 2011 from http://www.emarketer.com/Report.aspx?code=multichannel_mar06
38 Kim, J. H., Kim, M., & Lennon, S. J. (2009). Effects of website atmospherics on consumer responses: Music and product presentation. Direct Marketing: An International Journal, 3(1), 4-19.   DOI   ScienceOn
39 Elkin, R., & Leippe, M. (1986). Physiological arousal, dissonance, and attitude change: Evidence for a dissonance-arousal link and a "don't remind me" effect. Journal of Personality and Social Psychology, 51, 55-56.   DOI
40 Elliot, A. J., & Devine, P. G. (1994). On the motivational nature of cognitive dissonance: Dissonance as psychological discomfort. Journal of Personality and Social Psychology, 67(3), 382-394.   DOI   ScienceOn
41 eMarketer (2008). Milti-channel retailing. Retrieved October 1, 2011 from http://www.emarketer.com/Report.aspx?code=emarketer_2000476
42 Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54, 177-184.   DOI   ScienceOn
43 Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2003). Empirical testing of a model of online store atmospherics and shopper responses. Psychology & Marketing, 20(2), 139-150.   DOI   ScienceOn
44 Festinger, L. (1957). A theory of cognitive dissonance. Stanford, CA: Stanford University Press.
45 Fishbein, M., & Ajzen, L. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
46 Gardner, M. P. (1985). Mood states and consumer behavior: A critical review. The Journal of Consumer Research, 12, 281-300.   DOI   ScienceOn
47 Baker (1986). The role of environment in marketing services: The consumer perspective. In J. A. Czpeil, C. Congram, & Shanaham (Eds.), The services marketing challenge: Integrated for competitive advantage (pp. 79-84). Chicago, IL: American Marketing Association.
48 Gbadamosi, A. (2009). Cognitive dissonance: The implicit explication in low-income consumers' shopping behavior for "low-involvement" grocery products. International Journal of Retail & Distribution Management, 37(2), 1077-1095.   DOI   ScienceOn
49 Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall, Inc.
50 Aronson, E. (1968). Dissonance theory: Progress and problems. In R. P. Abelson, E. Aronson,W. J. McGuire, T. M. Newcomb, M. J. Rosenberg, & P. H. Tannenbaum (Eds). Theories of cognitive consistency: A sourcebook (pp. 5-27). Chicago, IL: Rand McNally.
51 Bagge, D. (2007). Multi-channel retailing: The route to customer focus. European Retail Digest, 53, 57-70.
52 Balcetics, E., & Dunning, D. (2007). Cognitive dissonance and the perception of natural environments. Psychological Science, 18(10), 917-921.   DOI   ScienceOn
53 Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.   DOI   ScienceOn
54 Brehm, J. W., & Cohen, A. R. (1962). Explorations in cognitive dissonance. New York, NY: Wiley.
55 Cooper, J., & Fazio, R. (1984). A new look at dissonance theory. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 17, pp. 229-266). San Diego, CA: Academic Press.
56 DMNews (2006). Forrester: E-commerce sales in multichannel world surged 22% to $172B in 2005. Retrieved from http://www.dmnews.com/forrester-ecommerce-sales-in-multichannel-world-surged-22-to-172b-in-2005 /article/89969/.
57 Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58, 34-57.