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The purpose of this paper is to examine the influence of e-tail brand experience on e-brand trust and e-brand loyalty. The study also tests whether gender moderates this influence.

In all, 429 responses were collected using both offline and online survey methods. Confirmatory factor analysis and structural equation modelling techniques were performed to test the measurement and structural models using SPSS 20.0 and AMOS 20.0 statistical software.

Empirical results confirm the impact of e-tail brand experience on e-brand trust and e-brand loyalty. Gender was found to moderate the relationships. It was further found that e-tail brand experience developed almost same levels of e-brand trust in both males and females. However, males became more loyal to e-tail brands when they received positive e-tail brand experiences.

E-tail brand managers should focus on the design and delivery of unique e-tail brand experiences to develop e-brand trust and e-brand loyalty in customers. The direct influence of e-tail brand experience on e-brand loyalty was found to be weaker in females, which suggests that managers could take steps to specifically deliver experiences that please female customers which might result in increased e-brand loyalty of this segment.

Examining the phenomenon of brand experience in context of online retail while considering gender as moderator highlights the originality and contribution of the present study to existing retail and brand experience literature.

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method.

Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer.

The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect.

The purpose of this paper is to examine the antecedents and consequences of trust in online shopping from an e-tail branding perspective.

A structured questionnaire was used to collect data online from Indian e-tail shoppers (n=309). A structural equation modelling (CB-SEM approach) was used to analyse the data.

The results found e-tailer awareness, e-tailer associations, and e-tailer perceived quality as antecedents of trust in online shopping. The results also showed online trust positively influences the behavioural intentions, namely, purchase intention, repurchase, and recommendation.

This study examines the applicability and branding and brand management principles in an e-tail branding context. Theoretical and managerial implications of these results are further discussed.

The purpose of this paper is to bridge together seemingly disparate yet interconnected paradigmatic antecedents of e-tailing and servicescape, i.e., product assortment, order fulfillment, shopping assistance and its consequences for shopping efficiency.

The proposed conceptual model is well grounded in the extensive literature from e-tailing as well as retailing domain and to assess the plausibility of the model. Total 246 female online apparel shoppers were surveyed from an Indian university and the data were analyzed using structural equation modeling through SmartPLS.

The outcomes of the study indicate that the e-customer may derive a substantial share of shopping assistance and service interface through product assortment offered by e-tailing sites. Customer-perceived performance of this e-shopping process – a crucial element of e-tail servicescape – directly affects the shopping assistance, along with order fulfillment capability of retail scope.

The study used a sample of graduate students at a north-west university in India, which limits the generalizability of the research to other consumer groups. The paper links a significant body of literature within a conceptually developed framework and identifies key research areas in the e-tailing realm.

By better understanding the role of product assortment as a value-added feature in online value co-creation process, the e-tail managers can leverage the proposed integrated capability to improve e-tailing performance and customer outcomes in the form of business.

With rapid advancements in internet-led communication, we are witnessing the dawn of a new era of e-tail innovations around us which is expected to change the way people experience shopping.

This research is an attempt to enrich the level of understanding about online shopping environment in light of relationships among virtual and physical facets of e-tail, i.e., product assortment, order fulfillment, shopping assistance and shopping efficiency. The authors investigate customer-perceived product assortment performance in e-tailing and its significances on shopping outcomes.

Although many scholars have acknowledged inconsistencies in the use of the retail brand term within the existing empirical literature, no one has conducted a systematic study to clarify the confusion of terms. Aiming at unifying the use of terms, this study aims to explore the terms that best express each retail brand concept, and discusses the definitions of proposed terms that can distinguish the connotation of different retail brand concepts.

Through a systematic review, 463 articles were obtained, from which retail brand terms and their definitions were further extracted. Semantic analysis and content analysis were adopted to analyze terms and definitions, respectively.

Semantically, the terms that best express four levels of retail brand concepts are own product brand, store brand, platform brand and retailer brand. Six key elements to distinguish different levels of a retail brand are identified through the content analysis of definitions, and on this basis, four proposed terms are defined.

Noting that no study focuses on the conceptual confusion of retail brands in recent decades, the findings are expected to clarify the confusion of terms and unify the use of terms, hence facilitating the communication between scholars and the sharing of research results.

There is an increased interest in e-tailing research in the literature, along with the development of new technologies and e-tailing platforms based on consumer and industry perspective. The purpose of this paper is to examine the periodic changes within the content of e-tailing literature.

The data set of this study includes academic papers cited in the Web of Science, which was published between 2000 and 2017. In this context, a co-word analysis was conducted using SciMat software based on the keywords, including “online retailing,” “e-tailing,” “e-store,” “online store,” “e-tail” and “online retail,” found in the titles of published academic articles.

In this study, three different periods of the e-tailing study field were examined, major and emerging themes for each period were determined with a comparative bibliometric analysis. In this regard, consumer acceptance, choice and satisfaction were found as the major themes in the conceptualization of e-tailing research.

Understanding the transition from traditional marketing channels to online channels is an essential factor for retailers as well as consumers’ use and the acceptance of new technologies. This study contributes to the effective execution of the e-tailing systems.

The learning outcomes are as follows: factors to be considered in devising the best post-acquisition brand identity and outline market research techniques, which can be used to identify the best-suited post-acquisition brand identity strategy.

The case study discusses the brand strategy, which Walmart Inc needs to adopt post its acquisition of Flipkart Pvt. Ltd (Flipkart) Group in India. Flipkart had acquired Myntra Designs Pvt. Ltd (Myntra) and Novarris Fashion Trading Private Limited (Jabong), but had kept their brand identity intact; Walmart Inc was faced with the decision on moving ahead with the brand strategy of keeping individual brand identities or merging all of these into a single brand identity. The study aims to provide valuable insights into the decision-making process adopted by Walmart Inc. It includes also the role of cause-related marketing in the positioning of Myntra as a socially responsible brand. The case study opted for an exploratory research design study using the qualitative research method of in-depth interviews. In total, 10 experts in the area of marketing, market research and marketing communication were interviewed. The qualitative data were analyzed using a template approach, which analyzes the text using a codebook or an analysis guide. The analysis guide already has clearly defined themes or categories. As the qualitative interviews progress, these themes get revised. These themes are analyzed qualitatively rather than statistically. The case study suggests to the management of Walmart Inc that they need to merge Myntra and Jabong based on the degree of similarity of consumer demographics, income/social class of buyers, brand identity and buying behavior. Myntra needs to retain as opposed to Jabong, as Myntra is perceived to be a socially responsible brand that creates a purchase disposition in the minds of the consumers. A more extensive quantitative study would offer better generalizability. It was not feasible to conduct a quantitative study due to time constraints. This research would have used advanced brand imagery assessment techniques such as multi-dimensional scaling to suggest if an overlap exists between consumer segments of Myntra and Jabong. The case study provides a decision-making framework to firms and individuals who are part of organizational teams to create a post-acquisition brand strategy in the e-commerce market. The case study fulfills a need for many academicians and practitioners to understand the decision-making process followed in devising a post-acquisition brand strategy in India.

Senior undergraduates; Master of Business Administration; Executive Master of Business Administration.

Teaching Notes are available for educators only.

CSS 8: Marketing.

This study aims to determine the effects of e-service quality (e-SQ) in fashion e-storescapes (online retail store environments) on e-customer citizenship behaviour (e-CCB) and e-repurchase intention (e-RI), as well as to investigate whether e-CCB plays a mediating role in these relations.

In line with the aim of this study, the relationships between the variables were examined by using the mediation effect analysis within the framework of a Stimulus-Organism-Response (S-O-R) model. An online survey was developed based on the scales with proven reliability and validity. The convenience sampling method on social media sites was used to collect data for analysis from 500 volunteer participants who had previously shopped online for fashion brands between 1st and 30th September 2020. The partial least squares (PLS) path analysis method was used to analyse the research model.

This study revealed that the dimensions of e-SQ, except e-efficiency and e-privacy, have positive effects on all dimensions of e-CCB. Concurrently, this study identified that the dimensions of e-CCB have positive effects on e-RI. Subsequently, the study determined that the dimensions of e-CCB played a full mediator role between the dimensions of e-SQ and e-RI.

The primary limitation of this study is that the study is based on the perceptions of fashion e-customers about the customers' e-tailing (online retailing) experiences, which is only reached via the convenience sampling method.

In this study, the positive relationships between e-CCB and e-RI were accepted as the acquirements of e-SQ in fashion e-storescapes. In this context, the reasons for fashion customers to repurchase from an e-storescape are not only low prices and product variety, but also the exhibition of extra-role behaviours in the form of e-SQ acquirements. These implications, which will attract the attention of fashion e-tailers, may enable the e-tailers to modify the e-SQ of e-tailers' e-storescapes based on customer feedback.

This study is unique as the study draws on the S-O-R theory to provide insight into the stimulus effect of e-storescape e-SQ on the mediating role of e-CCB. The current study is expected to contribute to the literature by highlighting the reasons for changes in consumption attitudes, intentions and behaviours amongst customers that prefer e-tailing for fashion apparel shopping.

The COVID-19 situation affected the whole landscape of retailing in India and around the world. However, some businesses have used the pandemic-related difficulties into opportunities. E-tailing is one of the ways that helped people in India to continue shopping their essential products and choosing their luxury products without making any physical visits during the lockdown. This research understands the current situation through an observation study and suggests the e-tailing model suitable during the COVID-19 and beyond.

We used secondary data to make the observational study. We also conducted two case studies and interviews with grocery shops and an automotive company.

This research suggests a simple collaborative e-tailing model combining all supply chain players to reduce people’s movement, timely delivery and enhanced service to meet customers demand during the lockdown period.

This paper has considered two real cases for discussion and also obtained information from public domain. The proposed model has been discussed with the case companies, and it hoped to support business planning for online services.

The purpose of this paper is to explore the relationship between atmospheric qualities with different levels of task relevance in luxury fashion brand web sites and their impact on consumer attitude toward the site and brand, which is essential to build valid strategies for e-retailing.

An empirical study was conducted and quantitative analyses of 292 respondents’ shopping experiences yielded findings that confirm the impact of atmospherics upon the shopper’s views of the web site and the brand. Structural equation modeling was used to test the research hypotheses.

Both low task-relevant atmospherics (web site design, responsive customer service) and high task-relevant atmospherics (product information, convenience) affect the consumers’ revisit intentions toward the web site, while web site design directly affected brand attitude. The study also illustrates the mediating roles of product information and convenience to the relationships between web site design and responsive customer service and the consumers’ revisit intentions toward the site.

This study provides insights for luxury e-tailing. Luxury e-tailers should understand the different effects depending upon the types of web atmospheric qualities and use them strategically.

The main contribution of the study is to highlight the unique aspects of luxury online shopping in the Korean context. This study also contributes to e-commerce research by providing an expanded understanding of the interrelationship between types of web atmospheric qualities.