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- W4367302511 abstract "The Marketing 4.0 phenomenon has drawn positive attention recently due to digitization and the need for upgraded frameworks. It was recently proposed with four components: brand identity, brand image, brand integrity, and brand interaction (4i). Brand interaction caters to the latest digitization trends in the industry. This study applies the Marketing 4.0 framework in a cross-national emerging economy context. It proposes a model that examines the impact of Marketing 4.0 on the online customer experience (OCE) and online repurchase intention (ORPI). Five hundred twenty-eight online shoppers of the branded apparel segment from two emerging economies participated in the study. The findings indicate the validity of the adapted Marketing 4.0 scale across the samples. All the direct hypotheses are accepted except one proving the positive impact of Marketing 4.0 on the OCE and the ORPI. Furthermore, the OCE significantly mediates the relationships between Marketing 4.0 elements and the ORPI, except for brand interaction (BINT)." @default.
- W4367302511 created "2023-04-29" @default.
- W4367302511 creator A5036269120 @default.
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- W4367302511 creator A5061523463 @default.
- W4367302511 creator A5072150995 @default.
- W4367302511 creator A5078843987 @default.
- W4367302511 date "2023-04-28" @default.
- W4367302511 modified "2023-10-16" @default.
- W4367302511 title "Digitization, Marketing 4.0, and Repurchase Intention in E-Tail" @default.
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