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The online brand advocacy behaviors of omnichannel shoppers, who mainly rely on integrated brick-and-mortar stores (recognized as a vital channel for delivering a seamless shopping experience and meeting the dynamic needs of the shoppers), are still understudied. This study aims to investigate how integrated store service quality (ISSQ) may elicit both positive and negative emotions that contribute to a memorable omnichannel shopping experience and have an impact on shoppers' attachment to the store, leading to their exhibition of online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study is a cross-sectional, descriptive and quantitative investigation. The research participants were chosen using a purposive sampling technique. Using a validated self-administered questionnaire, data were gathered from 886 Indian omnichannel shoppers who often purchase at the integrated brick-and-mortar store. The proposed conceptual model was tested using Smart PLS software for partial least squares-structural equation modeling.

The results indicate that positive and negative emotions mediate the relationship between ISSQ and memorable omnichannel shopping experiences, subsequently impacting omnichannel shoppers' attachment to the store and leading to online brand advocacy behaviors. The relationship strength perceived by shoppers significantly positively moderated the relationship between store attachment and different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression).

The study relied upon single cross-sectional data from the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the different emotions that arise while evaluating service quality in omnichannel retail purchase journeys leading to memorable shopping experiences. Emphasizing post-purchase behaviors like different online brand advocacy behaviors (brand defense, brand positivity, brand knowledge sharing and virtual positive expression), this study is the first to show that ISSQ might affect four different OBAs through memorable omnichannel shopping experience and the shopper's sense of attachment to the store. The moderating effect of relationship strength perceived by shoppers with the retailer on a few proposed hypotheses was also tested to give managerial recommendations.

Building on Stimulus-Organism-Response theory, the current study examines the influence of pickup service quality in buy-online pickup in-store service (BOPIS) on users' perceived relationship investment with the mediating role of users' perceived experience quality and relationship proneness. This research also demonstrates the subsequent impact of BOPIS users' perceived relationship investment on their relationship performance indicators, like their cross-buying behaviors (breadth), frequency of their purchase (depth) and longevity of their relationship (length) with the store. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was tested.

The research is descriptive, quantitative and cross-sectional investigation. The study employed a purposive sampling technique. It was conducted using data collected using a validated self-administered questionnaire from 786 Indian omnichannel shoppers who have used BOPIS services in the past. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling.

The results indicate that BOPIS users' perceived experience quality and relationship proneness positively mediate pickup service quality and perceived relationship investment. The users' perceived relationship investment subsequently significantly positively impacts different dimensions of their relationship performance with the store (breadth, depth and length). Additionally, BOPIS users' service experience consciousness has a significant negative moderating effect on the direct relationship between pickup service quality and different dimensions of relationship performance.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate the relationship performance indicators of BOPIS users, like their cross-buying behaviors(breadth), frequency of their purchase(depth) and longevity of their relationship(length) with the store. This study is the first to show that pickup service quality might explain the relationship performance of BOPIS users through their perceived experience quality, relationship proneness and relationship investments. The moderating role of BOPIS users' service experience consciousness in a few proposed relationships was also tested for the first time.

This paper aims to assess retail shopping avenues for young consumers based on the type of guidance and assistance they pursue (social media vs professional service provider) in purchasing situations judged to be important. Young consumers consider themselves pet parents and pets represent an extension of self. Thus, pet-related products, by their importance, represent an excellent area of analysis for this inquiry.

Data collection was completed in a way that is contextually relevant and gives the results ecological validity with the assistance of a major supplier of pet food. A total of 470 Gen Z owners of small companion animals were obtained. The partial least squares structural equation modeling testing method is considered appropriate for the model analysis due to the structure and homogeneity of the sample and due to the precision of the method.

Results indicate that, in accordance with social media engagement (SME) theory, high SME elevated social commerce purchase intentions while professional advice seekers reported increased brick-and-mortar shopping. Thus, context-dependent, young consumers may purchase from brick-and-mortar sites.

This paper draws on SME and Advice Response Theory and proposes an original model explaining channel selection preferences for young consumers based on the type of advice sought for important purchasing decisions. The model represents a steppingstone to investigate the mechanism that translates information search sources into buying through different channels.

This study aims to evaluate the impact of the proposed CARICOM Octagon “High In” Warning Label (OWL), against four alternative Front-of-Package Nutrition Labels (FOPNLs): US “Facts Up Front” (FUF), UK Multi-Traffic Light (MTL), Mexican OWL and the Brazilian Magnifying Glass “High In” Warning Label, on respondents’ purchase intentions, perception of healthiness and understanding of nutritional information across and within food products.

In an online randomized control experiment, adults from eight CARICOM countries (n = 948) were randomly assigned to a control and four treatment FOPNL groups. Respondents were tasked to choose between four categories of mock products with three variations in healthfulness across and within products.

No statistically significant difference (p > 0.05) was found across FOPNL groups compared to the OWL on outcomes of purchase intentions and perception of healthfulness. Regarding the understanding of nutritional information, FUF performed the best, as participants were 1.76 times (p = 0.03) and 3.23 times (p = 0.00) more likely to correctly identify the products with the highest and lowest amount of sugar, respectively. Results were similar for products with the lowest sodium (odds ratio [OR] = 2.25, p = 0.00) and highest saturated fats (OR = 2.11, p = 0.00).

Some limitations of this study include the use of an online platform to conduct the experiment. Though this was the most cost-effective method of execution and presented many benefits, there were limitations to using this approach. Firstly, this approach may not entirely replicate the real world in store purchasing settings. Although online grocery shopping is becoming increasingly popular, in the Caribbean, most grocery purchases are made in stores. Furthermore, online surveys are more likely to lead to samples with higher educational and income levels than the average population (Bethlehem, 2010). The skewedness observed was not unique to this study and was common with similar published studies (Franco-Arellano et al., 2020; Packer et al., 2021; Talati et al., 2018). Nevertheless, all respondents were randomly assigned to groups, and it was confirmed that there were no systematic differences in the education and income levels of participants across the FOPNL groups.

Some CARICOM policy makers advocate for the use of “High In” warning labels to limit the intake of nutrients of concern (NOCs) and to encourage healthier eating habits among consumers. However, regional private sector stakeholders have expressed concern about the lack of sufficient research undertaken at a regional level, to inform the effectiveness of this model within CARICOM, and some have also expressed a preference for the use of other interpretative and reductive FOPNLs, already in use in the Region. The results of this study reveal that while interpretative FOPNLs like the Draft CARICOM Regional Standard, DCRS5 (OWL) can assist consumers in making healthier purchase decisions, it was outperformed by the MTL on perception of healthiness and by the FUF on the understanding of nutrient information. It was also noted that the DCRS5 (OWL) was more effective when choosing across products with distinct nutritional differences but performed poorly in assisting respondents with making healthy purchasing decisions when all the products contained NOCs above the relevant thresholds. This study’s findings highlight that the existing FOPNL schemes can be further enhanced for improved outcomes. This can be achieved by using a hybrid approach which includes both reductive and interpretative elements to allow for comparison across and within food products. The literature also suggests the use of colour and combining positive as well as negative elements to encourage ease of interpretation, improved understanding and healthier food choices.

A properly designed FOPNL can support consumers in making healthier food choices; however, it must be accompanied by measures to raise consumer awareness and increase the health literacy of the population to cause shifts in preferences and behavioural patterns over time. This must also be coupled with policies to make healthy food choices more affordable to the general population.

The results of this study revealed that FUF and MTL performed the best in assisting participants to correctly identify between products with the highest or lowest NOCs at the 5% significant level, and that the OWL performed poorly in assisting participants with making healthy purchasing decisions when all the products contained NOCs above the relevant thresholds.

Building on Stimulus Organism Response theory, the current study examines the influence of Integrated store service quality (ISSQ) on the omnichannel customer experience dimensions (Cognitive, Affective and Relational), subsequently leading to their psychological ownership of the store, which eventually explains their Augmenting, Co-developing, Influencing and Mobilizing behaviors. The moderating role of omnichannel shopper perceived relationship investment in a few proposed relationships was tested.

The research is a descriptive, quantitative and cross-sectional investigation. A purposive sampling technique was used. It was conducted using data collected from 554 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM.

The results indicate that ISSQ positively impacts all three dimensions of omnichannel customer experience (cognitive, affective and relational). All three dimensions directly affect psychological ownership, eventually impacting their (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors. The moderating effect of the omnichannel shopper, perceived relationship investment, revealed that it had a significant positive impact on the relationship between dimensions of omnichannel customer experience and psychological ownership of shoppers towards the store, which eventually fosters the customer–retailer value co-creation like engagement behaviors.

The study is conducted in the Indian population, where omnichannel retailing is still nascent.

This study addresses the need to investigate other dimensions (apart from cognitive and affective) of the omnichannel customer experience that might eventually influence various service firms' customer engagement behaviors. This study is the first to show that integrated store service quality might stimulate (Augmenting, Co-developing, Influencing and Mobilizing) engagement behaviors through customer experience dimensions and the customer's sense of belongingness to the store. The moderating role of omnichannel shoppers' perceived relationship investment in a few proposed relationships was tested.

Understanding the effect of assortment composition on attentional levels is an essential topic for academic researchers and practitioners. This work has important implications when analyzing the influence of shopping frame time and search effort on the relationship between the reaction to assortment composition and visual attention to stock-keeping units (SKUs) pricing.

Two experimental studies through gauze behavior analysis technology (using eye-tracking equipment) analyze the variable's large assortment, visual attention to SKU pricing, search effort and shopping frame time.

The results suggest that, although it increases the search effort, a large assortment decreases the visual attention to SKU pricing. Further, our results indicate a moderating effect associated with mitigating the negative effect by medium-low levels of search effort and a moderating impact of time in this relation.

Marketing professionals can carefully optimize the in-store experience by managing the assortment and variety and by influencing consumers' visual attention to SKU pricing along the journey as part of the experience. Assortment and SKU pricing strategies need to be aligned with consumer journey design.

Our findings contribute to assortment theory and management by detailing the relationship between consumers' reactions to assortment perception and visual attention to SKU pricing in time flow. We reinforce the importance of considering assortment strategies from the consumer perspective and giving reliable information about in-store behavior.

Building on the relationship marketing and stimulus-organism-response (SOR) theory, the purpose of this paper is to study the impact of the integrated store service quality (ISSQ) on the omnichannel customer lifetime value (CLV). The mediating role of customer commitment (affective, normative and continuance) and relationship program receptiveness with the moderating role of customer relationship proneness were relied upon to better understand the omnichannel customer profitability metric (CLV).

The study is descriptive and relies upon the cross-sectional data collected using the self-administered structured questionnaires from 785 omnichannel shoppers. A purposive sampling technique was performed in the study. Structural equation modeling was performed using the SMART-PLS 4.0 software to analyze the data.

The results indicate that omnichannel customer commitment (affective, normative and continuance) differentially mediates the relationship between ISSQ and relationship program receptiveness, subsequently impacting the omnichannel CLV. The customer relationship proneness significantly and positively moderated the relationships between different dimensions of customer commitment and relationship program receptiveness.

The study relied upon the cross-sectional data from the Indian population aged above 18 years for testing the proposed model. Further studies could test the model across different populations to generalize the study results.

This study addresses the need to investigate the omnichannel retail store customer profitability and their relationship performance with the store. By testing the customer relationship management model in the omnichannel retail store context, this study is the first to show that ISSQ will impact the customer profitability and relationship performance metric (CLV) through omnichannel customer commitment and relationship program receptiveness. The moderating effect of customer relationship proneness on a few proposed hypotheses was also tested to give managerial recommendations.

Retailers have recently leveraged store-loyal customers’ store attachment to maintain customer relationships and motivate patronage intentions. However, the COVID-19 outbreak has driven customer migration from offline to mobile channels. Mobile retail applications (APPs) have been used by numerous retailers to reach their customers. Nonetheless, it has yet to be determined (1) whether store attachment can facilitate (or impede) the adoption of mobile retail APPs and (2) whether store-loyal customers will continue visiting offline stores in the post-pandemic era. To address these questions, we propose a theoretical account using integrated theories on trust transfer and store attachment.

We conducted multi-stage, longitudinal field surveys in two cities of mainland China: Beijing and Guangzhou. From two rounds of data collection, 237 and 103 responses were obtained in March 2022. Hypotheses were tested by partial least squares – structural equation modelling (PLS–SEM).

Results showed that customer trust in an offline retailer can be transferred to the retailer’s mobile APP at the pre-adoption stage, facilitating APP adoption. Notably, store-loyal customers who exhibited a strong attachment to the physical store of a retailer were more inclined to transfer their trust to the mobile APP of the retailer. This occurrence leads to an increased adoption rate, enhanced post-adoption satisfaction and increased inclination to continue (rather than discontinue) usage.

This study is the first to investigate the changes in store-loyal customers' shopping behaviour in the mobile retail era and in the post-COVID-19 pandemic recovery. Our findings elucidate the role of physical store attachment in the trust-transfer mechanism. Furthermore, store attachment may not prevent customers’ channel migration behaviour. Retailers may have to re-consider how to manage channel cannibalisation issues in the post-pandemic recovery.

The purpose of the study is to explore the role of affective commitment (AC) consumer empowerment on webrooming behaviour (WB) in a multichannel context of the fashion industry, with mediating (attitude [ATT]) and moderating (product involvement [PT]) effect. We used the stimulus– organism–responses theory as a theoretical underpinning.

We collected 307 responses from fashionable consumer who was purposed fashion products recently through convenience sampling approach and analysed the data with structural equation modelling and PROCESS macro.

The results illustrated that AC and consumer empowerment had a significant impact on consumer attitude and their WB. Likewise, consumer attitude had a positive mediating association between AC, consumer empowerment and WB. PI significantly moderated the relationship between ACs, consumer empowerment with attitude and attitude with WB.

This study is one of the new research works of its kind, which examines the role of AC and consumer empowerment on WB in the fashion industry. This study contributes to the growing amount of literature on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry.

This research aims to fill the research gaps regarding customer preferences for digitalisation to create value for retailers and customers, as well as focus on retail change and shopping behaviour in grocery retail stores in the emerging market.

This paper contributes to the research in this area by evaluating customers' and retailers' attitudes towards digital transformation in retailing through interviews. Methodologically, 200 questionnaires were gathered, and data were analysed with the partial least squared structural equation modelling method.

The findings of this study reveal that the effect of digital transformation in the retail industry will be more apparent in an emerging market.

The paper's originality consists in understanding the future retail structure in an emerging market. Notably, focussing on business-to-consumer businesses appears helpful in distinguishing between behavioural (buying) intention and online buying behaviour (actual usage) in an emerging market.