2022
DOI: 10.1108/jsm-07-2021-0259
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Understanding online retail brand equity: a cross-cultural perspective

Abstract: Purpose This study aims to assess how department store websites can add online retail brand equity. A quick, relatively easy and low-cost diagnostic tool for stakeholders (e.g. retailers, investors) is presented. Design/methodology/approach A content analysis of department store websites in the USA and Latin America was conducted. Findings The findings show that Latin American and US department store websites exhibit acceptable use of online retail brand equity dimensions related to emotional connection an… Show more

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Cited by 3 publications
(1 citation statement)
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“…However, service employees, the key service attribute of offline stores, are found to be unimportant for online stores, possibly because many customers use chatbots or even self-service to complete their online transactions. Correspondingly, service information displayed on webpages of online stores, such as return and refund policy, after-sales service information, FAQs and shipping information, plays a unique and crucial role in reducing perceived risk and facilitating self-service in online shopping (Farías et al, 2023;Park and Stoel, 2005) Environment attributes. Online stores have the same environment attributes as offline stores, such as ambient elements and internal marketing activities, but differ in the following aspects.…”
Section: Intrinsic Attributesmentioning
confidence: 99%
“…However, service employees, the key service attribute of offline stores, are found to be unimportant for online stores, possibly because many customers use chatbots or even self-service to complete their online transactions. Correspondingly, service information displayed on webpages of online stores, such as return and refund policy, after-sales service information, FAQs and shipping information, plays a unique and crucial role in reducing perceived risk and facilitating self-service in online shopping (Farías et al, 2023;Park and Stoel, 2005) Environment attributes. Online stores have the same environment attributes as offline stores, such as ambient elements and internal marketing activities, but differ in the following aspects.…”
Section: Intrinsic Attributesmentioning
confidence: 99%