Effect of channel congruence on a retailer’s image

What is it about?

This is the first study to demonstrate empirically that website and store congruence improves retailer image, and not only online purchase intentions. It is also one of the first published researches that uses congruence as a mediating variable.

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Why is it important?

In order to improve its image, a multichannel retailer must seek maximum congruence of its website and stores. Congruent channels lead to benefits for the retailer even when they are poorly valued by consumers.