Toward a new business model of retail industry: The role of brand experience and brand authenticity
- Authors
- Park, JungKun; Hong, EunPyo; Park, Yun-na
- Issue Date
- Sep-2023
- Publisher
- Elsevier Ltd
- Keywords
- Behavior intention; Brand authenticity; Brand experience; Customer-to-manufacturer (C2M); Social presence
- Citation
- Journal of Retailing and Consumer Services, v.74, pp.1 - 10
- Indexed
- SSCI
SCOPUS
- Journal Title
- Journal of Retailing and Consumer Services
- Volume
- 74
- Start Page
- 1
- End Page
- 10
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/192420
- DOI
- 10.1016/j.jretconser.2023.103426
- ISSN
- 0969-6989
- Abstract
- While the customer-to-manufacturer (C2M) business model has received increasing attention as a new business model for e-commerce and retail industry, little is still known about it and the effect of its approach. This study aims to understand how brand-related stimuli in C2M environments affect customer responses as the worldwide COVID-19 pandemic. The outcomes reveal that the Sensory, affective, and intellectual aspects of brand experience positively influence brand authenticity. Brand authenticity has a positive effect on behavioral intention, such as reuse intention and word-of-mouth. Additionally, this research finds that social presence moderates the association between the sensory aspect of brand experience. Thus, this study can suggest a C2M business model as a means of sustainable operation of the retail industry to both researchers and practitioners in relation to the retail industry.
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