A Study Of The New, Digitally-Enhanced Consumer's Path To Purchase: Bricks, Clicks, And Everything In Between

Abstract

The present study explores how product type, channel selection, and situational involvement effect the personal importance, brand attitude, and perceived brand parity of various consumer buying decisions. The analysis aims to determine which of the variables are crucial success factors for a brand to attain a positive consumer evaluation when consumers are purchasing the brand's product from a bricks and mortar store as opposed to an online retailer, and if any overlap between the two exists. The findings will equip brand managers with the tools to be successful in both the online and offline contexts.