Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Itani, O. S., Loureiro, S. M. C. & Ramadan, Z. (2023). Engaging with omnichannel brands: The role of consumer empowerment. International Journal of Retail & Distribution Management. 51 (2), 238-261
Exportar Referência (IEEE) 
O. S. Itani et al.,  "Engaging with omnichannel brands: The role of consumer empowerment", in Int. Journal of Retail & Distribution Management, vol. 51, no. 2, pp. 238-261, 2023
Exportar BibTeX 
@article{itani2023_1721644218492,
	author = "Itani, O. S. and Loureiro, S. M. C. and Ramadan, Z.",
	title = "Engaging with omnichannel brands: The role of consumer empowerment",
	journal = "International Journal of Retail & Distribution Management",
	year = "2023",
	volume = "51",
	number = "2",
	doi = "10.1108/IJRDM-02-2022-0044",
	pages = "238-261",
	url = "https://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/html"
}
Exportar RIS 
TY  - JOUR
TI  - Engaging with omnichannel brands: The role of consumer empowerment
T2  - International Journal of Retail & Distribution Management
VL  - 51
IS  - 2
AU  - Itani, O. S.
AU  - Loureiro, S. M. C.
AU  - Ramadan, Z.
PY  - 2023
SP  - 238-261
SN  - 0959-0552
DO  - 10.1108/IJRDM-02-2022-0044
UR  - https://www.emerald.com/insight/content/doi/10.1108/IJRDM-02-2022-0044/full/html
AB  - Purpose: This study aims to integrate brand and retailer levels variables to examine the direct and indirect relationships between omnichannel retailing and consumer engagement. Design/methodology/approach: Survey data are collected from a sample consumers of different omnichannel retailing brands operating in the skin care industry. Partial least squares structural equation modeling is utilized. Findings: The study finds brand channels' integrated interactions (process and content consistency) to increase consumer brand engagement. Findings show retailer consumer empowerment to intensify the impact of omnichannel retailing on consumer engagement. Results also show brand channels' integrated interactions to increase consumer brand familiarity, which mediates the effect of omnichannel retailing on consumer engagement. Originality/value: This study suggests that integrating brand- and retailer-level variables is vital to understand the effect of omnichannel retailing on consumer engagement. The study concludes that for successful omnichannel strategy, collaboration between brands and retailers is imperative. 
ER  -