The role of product brand image and online store image on perceived risks and online purchase intentions for apparel

Brand perception across cultures: A comparative study of Skoda’s brand characteristics in Poland and the United Kingdom

“…Those associations vary based on their strength and uniqueness (Keller, 1993). As noted by Aghekyan-Simonian et al (2012), the more favourable the brand image, the more positive the attribute toward the branded product and its attributes. Additionally, brand image helps a consumer in identifying his/her needs and wants regarding the brand, and distinguishes the brand from its rivals (Anwar et al, 2011).…”

Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance

“…al., 2014;Zang, 2012). This occurs for various reasons, such as different pricing between the online and offline channels, the need to manipulate and try the product before choosing, the urgency with which the product is needed, and the unreliability concerning purchases made over the internet (Aghekyan-Simonian, Forsythe, Kwon, & Chattaraman, 2012;Trenz, 2015;Zhou & Piramuthu, 2010). Bramall, Schoefer, and McKechnie (2004) had already observed evidence of internet use (online channel) solely to obtain information about products, with purchases occurring in the physical store (offline channel).…”

“…However, the authors also observed the opposite and reported evidence of purchases carried out solely in the physical channel due to specificities of the product that made it difficult to sell through the online channel. Other studies have observed the completion of purchases in the channel that offers the lowest price, which often occurs in the online channel, despite shipping (Aghekyan-Simonian et al, 2012;Ling, Daud, Piew, Keoy, & Hassan, 2011;Lu & Su, 2009;Zang, 2012). In addition, Cross Channel Consumer Behavior and its Benefits: Scale Validation to Assess Purchasing Process Performance Kim and Kim (2006) had already observed that the interaction between consumer and retailer/ manufacturer extends to the post-purchase stage and can use both channels, since the consumer can pay in the physical store and monitor the status of the order online, whether tracking the delivery of the product or using Customer Services for suggestions and/or complaints.…”

Internal factors predisposing the consumer to be a multichannel shopper

“…In this way, there are enough papers in the literature whose conclusions show consumers are concerned about the risks inherent to online shopping (Gefen, Karahanna, and Straub, 2003;Gefen and Straub, 2004) and that online shopping implies a rather high level of perceived risk (Grabner-Kraeuter, 2002;Laroche, Yang, McDougall and Bergeron, 2005;Penz and Hogg, 2011;Tillmanns, 2014). This may be due to the inability to physically examine the products when buying online, among other factors (Aghekyan-Simonian, Forsythe, Suk Kwon and Chattaraman, 2012;Laroche et al, 2005).…”