Roles of traditional, online-specific, and cross-channel marketing instruments in multi- and omnichannel fashion retail brand equity
Angelina Klink, Bernhard Swoboda
| Year of publication: |
2025
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|---|---|
| Authors: | Klink, Angelina ; Swoboda, Bernhard |
| Published in: |
Journal of consumer behaviour. - Chichester : Wiley, ISSN 1479-1838, ZDB-ID 2094545-0. - Vol. 24.2025, 2, p. 1017-1035
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| Subject: | reciprocity | categorization theory | longitudinal modeling | offline and online retail brand equity | Markenimage | Brand image | Markenführung | Brand management | Einzelhandel | Retail trade | Multikanalvertrieb | Multichannel strategy | Online-Handel | Online retailing | Mode | Fashion | Textilhandel | Textile distribution | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/cb.2453 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015334518