The role of retailer mindset and promotional resources in strengthening online brands

The power of brands is well recognized. Studies considering brands on the Internet generally do not to distinguish between pure play (Internet only) and bricks-and-clicks (operate in brick-and-mortar and online channels) brands. Understanding how bricks-and-clicks strengthen their brands is worthy o...

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Bibliographic Details
Published in:The journal of brand management 2012-10, Vol.20 (1), p.28-40
Main Author: Colton, Deborah A
Format: Article
Language:English
Subjects:
Academic marketing
Affiliates
Brands
Business and Management
Competition
Competitive advantage
Customers
Electronic commerce
Internet
Interviews
Management
Market orientation
Marketing
Online sales
Original Article
Retail sales
Retail stores
Retailing
Startups
Studies
Success
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Summary:The power of brands is well recognized. Studies considering brands on the Internet generally do not to distinguish between pure play (Internet only) and bricks-and-clicks (operate in brick-and-mortar and online channels) brands. Understanding how bricks-and-clicks strengthen their brands is worthy of investigation as they are inherently different than their pure play competitors. Framed from a resource-based perspective, this study considers the effects of retailer mindset (market orientation and willingness to cannibalize) and promotional resources (affiliate network size and advertising budget) on online brand strength. A sample of 85 bricks-and-clicks retailers provided the data to test a moderated regression model. The findings show that retailer mindset and promotional resources positively impact online brand strength but market turbulence does not moderate the relationships. The contributions of this study are the identification of resources that may help fortify brands and the focus on bricks-and-clicks retailers.
ISSN:1350-231X
1479-1803
DOI:10.1057/bm.2012.29