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- W2789898178 abstract "Purpose The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect. Design/methodology/approach Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method. Findings Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer. Originality/value The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect." @default.
- W2789898178 created "2018-03-29" @default.
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- W2789898178 date "2018-02-27" @default.
- W2789898178 modified "2023-10-13" @default.
- W2789898178 title "A qualitative investigation of e-tail brand affect" @default.
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- W2789898178 doi "https://doi.org/10.1108/mip-09-2017-0198" @default.
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