The impact of alignment/misalignment of online and in-store customer experience on brand equity perception: an empirical study of the retail store Lidl

Recently, retailers adapted marketing strategies to incorporate digital channels and subsequently potentially neglect their traditional marketing activities leading to misalignments in branding. Since only research on the impact of digital/traditional activities on company-performance exists, this p...

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Bibliographic Details
Main Author: Nawrot, Jessica (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
Consumer behavior
Brand equity
Marketing communication
Online marketing
In-store experience
Retail store
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10362/138108
Country:Portugal
Oai:oai:run.unl.pt:10362/138108

Internet

http://hdl.handle.net/10362/138108

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