What induces online loyalty? Online versus offline brand images

• Published in: Journal of business research Vol. 62; no. 5; pp. 557 - 564
• Main Authors: Kwon, Wi-Suk, Lennon, Sharron J.
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.05.2009; Elsevier; Elsevier Sequoia S.A
• Series: Journal of Business Research
• Subjects: Brand image; Brand loyalty; Brands; College students; Consumer behavior; Consumer behaviour; Customer loyalty; Customer loyalty Multi-channel retailer Brand image Perceived risk; Electronic commerce; Impact analysis; Loyalty; Multi-channel retailer; Perceived risk; Retailing; Service introduction; Shopping; Studies; Websites; Perceived risk; Customer loyalty; Brand image; Multi-channel retailer
• ISSN: 0148-2963; 1873-7978
• DOI: 10.1016/j.jbusres.2008.06.015

This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an experiment using a 2 (prior offline brand image) × 2 (online performance) between-subjects design. Results reveal that offline brand image exerts significant effects on online brand image – which, in turn, significantly explains online perceived risk – and online customer loyalty. However, online perceived risk has no significant effect on online customer loyalty after controlling for the effects of online and offline brand images. These results provide implications for the direct and indirect halo effects of offline brand image and the direct effect of online performance that may influence consumers' perceptions, expectations, and loyalty regarding multi-channel retailers.