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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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2021
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| Texto completo: | http://hdl.handle.net/10362/138108 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/138108 |