The Impact of Marketing Channels on Customer Perceived Brand Values in Omnichannel Retailing: Moderating Role of Cultural Differences
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Recently, the notion of omnichannel retailing and marketing attracted widespread interest in academia, complemented by miscellaneous efforts of retailers to establish omnichannel brand communication. Following these attempts, global retailers face the risks related to brand communication failure and misrepresentation of brand values. However, the research is still limited in terms of differences in marketing channels’ ability to communicate brand values considering the customers' cultural specificities. Therefore, this thesis aims to determine the relationships between the marketing channels, both physical and digital ones, and perceived brand values, as well as to evaluate the moderating effect of cultural variations on this relationship.... (More)
- Recently, the notion of omnichannel retailing and marketing attracted widespread interest in academia, complemented by miscellaneous efforts of retailers to establish omnichannel brand communication. Following these attempts, global retailers face the risks related to brand communication failure and misrepresentation of brand values. However, the research is still limited in terms of differences in marketing channels’ ability to communicate brand values considering the customers' cultural specificities. Therefore, this thesis aims to determine the relationships between the marketing channels, both physical and digital ones, and perceived brand values, as well as to evaluate the moderating effect of cultural variations on this relationship. The theoretical framework was based on media richness and high-context vs. low-context cultures theories. The study’s methodology implied the experimental research design with a survey of IKEA customers in Sweden, Spain, Mexico, and the USA. For data analysis purposes, confirmatory factor analysis (CFA) was used to measure the reliability of constructs and statistical analysis, such as MANOVA and ANOVA, was applied to identify the differences across marketing channels on perceived brand values and test the moderating effects of cultural affiliation. The study results identified no differences among marketing channels on perceived brand values with no moderation of cultural affiliation, suggesting the implementation of an omnichannel approach to brand values communication. However, several significant cultural effects on perceived brand values were detected for the separate channels. Thereby, this thesis contributes to the omnichannel marketing research and suggests business implications by adding cultural boundaries to brand values communication management in the omnichannel retailing context. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9121780
- author
- Menshchikova, Ekaterina LU and Kozhevnikov, Nikolai LU
- supervisor
-
- Burak Tunca LU
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Omnichannel retailing, omnichannel marketing, customer perceived brand values, media richness, cross-cultural differences, high-context and low-context cultures
- language
- English
- id
- 9121780
- date added to LUP
- 2023-06-29 09:16:13
- date last changed
- 2023-06-29 09:16:13
@misc{9121780,
abstract = {{Recently, the notion of omnichannel retailing and marketing attracted widespread interest in academia, complemented by miscellaneous efforts of retailers to establish omnichannel brand communication. Following these attempts, global retailers face the risks related to brand communication failure and misrepresentation of brand values. However, the research is still limited in terms of differences in marketing channels’ ability to communicate brand values considering the customers' cultural specificities. Therefore, this thesis aims to determine the relationships between the marketing channels, both physical and digital ones, and perceived brand values, as well as to evaluate the moderating effect of cultural variations on this relationship. The theoretical framework was based on media richness and high-context vs. low-context cultures theories. The study’s methodology implied the experimental research design with a survey of IKEA customers in Sweden, Spain, Mexico, and the USA. For data analysis purposes, confirmatory factor analysis (CFA) was used to measure the reliability of constructs and statistical analysis, such as MANOVA and ANOVA, was applied to identify the differences across marketing channels on perceived brand values and test the moderating effects of cultural affiliation. The study results identified no differences among marketing channels on perceived brand values with no moderation of cultural affiliation, suggesting the implementation of an omnichannel approach to brand values communication. However, several significant cultural effects on perceived brand values were detected for the separate channels. Thereby, this thesis contributes to the omnichannel marketing research and suggests business implications by adding cultural boundaries to brand values communication management in the omnichannel retailing context.}},
author = {{Menshchikova, Ekaterina and Kozhevnikov, Nikolai}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Impact of Marketing Channels on Customer Perceived Brand Values in Omnichannel Retailing: Moderating Role of Cultural Differences}},
year = {{2023}},
}