Omnichannel retailer brand experience : conceptualisation and proposal of a comprehensive scale
Marta Frasquet-Deltoro, Alejandro Molla-Descals, Maria-Jose Miquel-Romero
| Year of publication: |
2021
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|---|---|
| Authors: | Frasquet Deltoro, Marta ; Mollá Descals, Alejandro ; Miquel-Romero, María-José |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1479-1803, ZDB-ID 2039460-3. - Vol. 28.2021, 4, p. 388-401
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| Subject: | Retailer brand experience | Omnichannel | Scale development | Loyalty | Satisfaction | Multikanalvertrieb | Multichannel strategy | Einzelhandel | Retail trade | Markenführung | Brand management | Kundenzufriedenheit | Customer satisfaction | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Event-Marketing | Event marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-021-00233-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012550324