| Title |
Toward a new business model of retail industry: The role of brand experience and brand authenticity |
| ID_Doc |
65814 |
| Authors |
Park, J; Hong, E; Park, Y |
| Title |
Toward a new business model of retail industry: The role of brand experience and brand authenticity |
| Year |
2023 |
| Published |
|
| DOI |
10.1016/j.jretconser.2023.103426 |
| 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 experi-ence 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. |
| Author Keywords |
Customer -to -manufacturer (C2M); Brand experience; Brand authenticity; Behavior intention; Social presence |
| Index Keywords |
Index Keywords |
| Document Type |
Other |
| Open Access |
Open Access |
| Source |
Social Science Citation Index (SSCI) |
| EID |
WOS:001015330700001 |
| WoS Category |
Business |
| Research Area |
Business & Economics |
| PDF |
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