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Toward a new business model of retail industry: The role of brand experience and brand authenticity

Author

Listed:
  • Park, JungKun
  • Hong, EunPyo
  • Park, Yun-na

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.

Suggested Citation

  • Park, JungKun & Hong, EunPyo & Park, Yun-na, 2023. "Toward a new business model of retail industry: The role of brand experience and brand authenticity," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    • Handle: RePEc:eee:joreco:v:74:y:2023:i:c:s096969892300173x
    DOI: 10.1016/j.jretconser.2023.103426
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    References listed on IDEAS

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