{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,13]],"date-time":"2026-02-13T10:28:46Z","timestamp":1770978526975,"version":"3.50.1"},"reference-count":132,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2017,11,6]],"date-time":"2017-11-06T00:00:00Z","timestamp":1509926400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2017,11,6]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>The purpose of this paper is to investigate the structural relationship between online brand equity, brand experience, brand attitude, and brand attachment while considering the moderating effect of store type (online stores vs app stores) and product type.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A total of 459 completed online questionnaires were collected from experienced online (<jats:italic>n<\/jats:italic>=254) and app shoppers (<jats:italic>n<\/jats:italic>=205) to empirically test the proposed model. Partial least squares path modeling approach, a variance-based structural equation modeling, was performed to evaluate the measurement and the structural model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The study\u2019s empirical investigation validates the proposed model and implies that online brand equity, brand experience, and brand attitude explain 66 percent of variances in brand attachment. Partial least square-multi group analysis reveals that the type of store and product type are moderators to all the proposed relationships except the hypothesis on the relationship between online brand equity and brand attachment.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>With the tremendous advancement of information technology that enables firms to deploy multichannel strategy in their core business activities, the role of brand in a multichannel retail environment has been ignored. This study is among several attempts to examine the role of brand among consumers experienced with online and app stores. The practical implications and limitation are discussed.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-12-2015-0308","type":"journal-article","created":{"date-parts":[[2017,10,3]],"date-time":"2017-10-03T19:12:49Z","timestamp":1507057969000},"page":"853-886","source":"Crossref","is-referenced-by-count":37,"title":["Branding in a multichannel retail environment"],"prefix":"10.1108","volume":"30","author":[{"given":"Sajad","family":"Rezaei","sequence":"first","affiliation":[]},{"given":"Naser","family":"Valaei","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"1","key":"key2020120416384806700_ref001","doi-asserted-by":"crossref","first-page":"34","DOI":"10.1016\/j.jretai.2014.09.005","article-title":"Unraveling the personalization paradox: the effect of information collection and trust-building strategies on online advertisement effectiveness","volume":"91","year":"2015","journal-title":"Journal of Retailing"},{"issue":"4","key":"key2020120416384806700_ref002","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1016\/j.im.2013.03.001","article-title":"Development and validation of an instrument to measure user perceived service quality of mHealth","volume":"50","year":"2013","journal-title":"Information & Management"},{"issue":"3","key":"key2020120416384806700_ref003","first-page":"272","article-title":"Examining shopping mall consumer decision-making styles, satisfaction and purchase intention","volume":"26","year":"2015","journal-title":"The International Review of Retail, Distribution and Consumer Research"},{"issue":"2","key":"key2020120416384806700_ref004","doi-asserted-by":"crossref","first-page":"217","DOI":"10.1504\/IJIL.2015.067409","article-title":"Gender differences and consumer\u2019s repurchase intention: the impact of trust propensity, usefulness and ease of use for implication of innovative online retail","volume":"17","year":"2015","journal-title":"International Journal of Innovation and Learning"},{"issue":"4","key":"key2020120416384806700_ref005","doi-asserted-by":"crossref","first-page":"453","DOI":"10.1177\/002224378201900407","article-title":"Some methods for respecifying measurement models to obtain unidimensional construct measurement","volume":"19","year":"1982","journal-title":"Journal of Marketing Research"},{"issue":"3","key":"key2020120416384806700_ref006","doi-asserted-by":"crossref","first-page":"396","DOI":"10.1177\/002224377701400320","article-title":"Estimating nonresponse bias in mail surveys","volume":"14","year":"1977","journal-title":"Journal of Marketing Research"},{"key":"key2020120416384806700_ref007","volume-title":"Survey Research Methods","year":"1973"},{"issue":"March","key":"key2020120416384806700_ref008","first-page":"21","article-title":"The role of brand exposure and experience on brand recall \u2013 product durables vis-\u00e0-vis FMCG","volume":"23","year":"2015","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"3","key":"key2020120416384806700_ref009","doi-asserted-by":"crossref","first-page":"665","DOI":"10.25300\/MISQ\/2013\/37.3.01","article-title":"Discovering unobserved heterogeneity in structural equation models to avert validity threats","volume":"37","year":"2013","journal-title":"MIS Quarterly"},{"issue":"2","key":"key2020120416384806700_ref010","doi-asserted-by":"crossref","first-page":"254","DOI":"10.1016\/j.jretai.2014.12.006","article-title":"Social contagion and customer adoption of new sales channels","volume":"91","year":"2015","journal-title":"Journal of Retailing"},{"issue":"1","key":"key2020120416384806700_ref011","doi-asserted-by":"crossref","first-page":"140","DOI":"10.1016\/j.jretai.2014.10.001","article-title":"How does corporate social responsibility affect consumer response to service failure in buyer-seller relationships?","volume":"91","year":"2015","journal-title":"Journal of Retailing"},{"issue":"3","key":"key2020120416384806700_ref012","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1509\/jmkg.73.3.052","article-title":"Brand experience: what is it? 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