Browsing by Author "Stetter, Kim Larissa"
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- The influence of number of channels on consumer’s brand perceptions : a comparison across different generations and their attitudesPublication . Stetter, Kim Larissa; Vale, Rita Coelho doIn the last decade, new retail approaches have arisen and companies have enlarged their shopping channel portfolio. The variety ranges from solely a website to a huge diversified offer including e.g. store, catalog, website, and app, to fulfill the needs of potential customer and keep pace with their competitors. As consumers become more accustomed to using several channels due to the numerous opportunities they can select from, and companies have to invest high amounts into their channel management, an increasing importance can be attributed to the comprehension of the channel number impact. This dissertation investigates the shopping channel offer influence on brand perception in connection with different generations, channel attitudes, shopping orientations and product involvement in an appealing branch. The results indicate a general preference for higher channel quantity, based on a higher channel offer leading to higher brand perception. High product involvement increases the need for more channels. Furthermore, divergences occur in shopping orientation and channel attitudes by comparing different generations. Brand perception is also directly impacted by the different generations and high involvement products. Therefore, retailers need to offer consumers an adequate number of channels, especially in a high involvement industry, and target the generations properly by taking their own shopping orientations and channel attitudes into account.