Toward a new business model of retail industry: The role of brand experience and brand authenticity |
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| Institution: | 1. School of Business, Hanyang University – Seoul, South Korea, 222 Wangsimni-ro, Seongdong-gu, Seoul, 04763, Republic of Korea;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Department of Marketing, Stetson-Hatcher School of Business, Mercer University, Macon, GA, 31207, USA;2. Department of Marketing, Arthur J. Bauernfeind College of Business, Murray State, Murray, KY, 42071, USA;3. Department of Marketing, College of Business, Bryant University, 1150, Douglas Pike, Smithfield, RI, 02917, USA;4. Department of Marketing and Supply Chain Management, Fogelman College of Business and Economics, University of Memphis, 3675 Central Ave, Memphis, TN 38152, USA;1. Univ. Grenoble Alpes, Grenoble INP*, CERAG, 38000, Grenoble, France;2. Institute of Engineering and Management Univ, Grenoble, Alpes, France;1. Design, Housing, and Apparel, College of Design, University of Minnesota, 368B McNeal Hall, St. Paul, MN 55108-6136, United States;2. Department of Textile and Apparel, Technology and Management, Wilson College of Textiles, North Carolina State University, 1020 Main Campus Drive, Raleigh, NC 27695, United States;1. School of Economics & Management, Southwest Jiaotong University, Chengdu 610031, Sichuan, China;2. Antai College of Economics & Management, Shanghai Jiao Tong University, Shanghai 200052, China |
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| Abstract: | While the customer-to-manufacturer (C2M) business model has received increasing attention as a new business model for e-commerce and retail industry, little is still known about it and the effect of its approach. This study aims to understand how brand-related stimuli in C2M environments affect customer responses as the worldwide COVID-19 pandemic. The outcomes reveal that the Sensory, affective, and intellectual aspects of brand experience positively influence brand authenticity. Brand authenticity has a positive effect on behavioral intention, such as reuse intention and word-of-mouth. Additionally, this research finds that social presence moderates the association between the sensory aspect of brand experience. Thus, this study can suggest a C2M business model as a means of sustainable operation of the retail industry to both researchers and practitioners in relation to the retail industry. |
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| Keywords: | Customer-to-manufacturer (C2M) Brand experience Brand authenticity Behavior intention Social presence |
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