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What induces online loyalty? Online versus offline brand images


  • Kwon, Wi-Suk
  • Lennon, Sharron J.


This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image)× 2 (online performance) between-subjects design. Results reveal that offline brand image exerts significant effects on online brand image - which, in turn, significantly explains online perceived risk - and online customer loyalty. However, online perceived risk has no significant effect on online customer loyalty after controlling for the effects of online and offline brand images. These results provide implications for the direct and indirect halo effects of offline brand image and the direct effect of online performance that may influence consumers' perceptions, expectations, and loyalty regarding multi-channel retailers.

Suggested Citation

  • Kwon, Wi-Suk & Lennon, Sharron J., 2009. "What induces online loyalty? Online versus offline brand images," Journal of Business Research, Elsevier, vol. 62(5), pages 557-564, May.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:5:p:557-564

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    References listed on IDEAS

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    Cited by:

    1. Sanal Kumar Velayudhan, 2019. "Factors influencing online shopping in rural India: A review," Working papers 314, Indian Institute of Management Kozhikode.
    2. Becerra, Enrique P. & Badrinarayanan, Vishag & Kim, Chung-Hyun, 2013. "Influence of thinking tendencies on online transaction of hybrid retailers," Journal of Business Research, Elsevier, vol. 66(3), pages 336-344.
    3. Ramkumar, Bharath & Ellie Jin, Byoungho, 2019. "Examining pre-purchase intention and post-purchase consequences of international online outshopping (IOO): The moderating effect of E-tailer's country image," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 186-197.
    4. Aghekyan-Simonian, Mariné & Forsythe, Sandra & Suk Kwon, Wi & Chattaraman, Veena, 2012. "The role of product brand image and online store image on perceived risks and online purchase intentions for apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 19(3), pages 325-331.
    5. Herhausen, Dennis & Binder, Jochen & Schoegel, Marcus & Herrmann, Andreas, 2015. "Integrating Bricks with Clicks: Retailer-Level and Channel-Level Outcomes of Online–Offline Channel Integration," Journal of Retailing, Elsevier, vol. 91(2), pages 309-325.
    6. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Antecedents and consequences of shoppers' attitude toward branded store-within-stores: An exploratory framework," Journal of Business Research, Elsevier, vol. 105(C), pages 189-200.
    7. Bogdan Anastasiei & Nicoleta Dospinescu, 2017. "Facebook Advertising, Relationship Between Types Of Message, Brand Attitude And Perceived Buying Risk," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 6, pages 18-26, December.
    8. Mpinganjira, Mercy & Maduku, Daniel K., 2019. "Ethics of mobile behavioral advertising: Antecedents and outcomes of perceived ethical value of advertised brands," Journal of Business Research, Elsevier, vol. 95(C), pages 464-478.
    9. Söderlund, Magnus & Colliander, Jonas, 2015. "Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 47-57.
    10. Wu, Jih-Hwa & Wu, Chih-Wen & Lee, Chin-Tarn & Lee, Hsiao-Jung, 2015. "Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market," Journal of Business Research, Elsevier, vol. 68(4), pages 829-833.
    11. Jung, Na Young & Kim, Soohyun & Kim, Soyoung, 2014. "Influence of consumer attitude toward online brand community on revisit intention and brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 581-589.
    12. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, Open Access Journal, vol. 11(23), pages 1-21, November.
    13. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    14. Marjolaine Bezançon & Denis Guiot & Emmanuelle Le Nagard, 2018. "Le rôle de la contagion physique négative dans l'achat d'un produit d'occasion vendu en ligne," Post-Print halshs-01957512, HAL.
    15. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    16. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    17. Băltescu Codruța Adina & Boșcor Dana, 2018. "M-Devices` Use For Purchasing Tourism Products by the Young Generation," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 194-198, December.
    18. Jongsoo Kang & Marko Majer & Hyun-Jung Kim, 2019. "Empirical Study of Omnichannel Purchasing Pattern with Real Customer Data from Health and Lifestyle Company," Sustainability, MDPI, Open Access Journal, vol. 11(24), pages 1-16, December.
    19. Piyush Sinha & Srikant Gokhale & Saurabh Rawal, 2015. "Online Retailing Paired with Kirana—A Formidable Combination for Emerging Markets," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(4), pages 317-324, December.
    20. Wu, Chih-Wen, 2015. "Foreign tourists' intentions in visiting leisure farms," Journal of Business Research, Elsevier, vol. 68(4), pages 757-762.
    21. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    22. Yoo, Jungmin & Park, Minjung, 2016. "The effects of e-mass customization on consumer perceived value, satisfaction, and loyalty toward luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5775-5784.
    23. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    24. Yoo, Jungmin & Kim, Minjeong, 2014. "The effects of online product presentation on consumer responses: A mental imagery perspective," Journal of Business Research, Elsevier, vol. 67(11), pages 2464-2472.
    25. Souiden, Nizar & Amara, Nabil & Chaouali, Walid, 2020. "Optimal image mix cues and their impacts on consumers’ purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).


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