| Resumo: | 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 paper assesses with quantitative regression analyses, through the example of Lidl, if the alignment/misalignment of activities has an impact on brand-trust and brand-equity. 103 Millennials answered two questionnaires following an online and an offline encounter with LIDL. A control group of 105 Millennials answered the questionnaire following only the offline encounter. Findings showed that while online experience has positive effects on the crafting of brand-trust and brand-equity, the overall brand equity generated after the offline experience in both samples was statistically not different, which shows a misalignment resulting in a full dilution of brand-equity created online. Thus, retailers need to ensure brand messages communicated through online channels are aligned with offline communication to avoid customer disappointment.
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