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Private label brands and promotional outcomes in online multichannel retailing environment: a post-pandemic era perspective

Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611 and Wiid, Ria ORCID: https://orcid.org/0000-0002-8454-7833 (2020) Private label brands and promotional outcomes in online multichannel retailing environment: a post-pandemic era perspective. In: Business, Law and Management at the Post-Pandemic Era: An International e-Conference, 11th July 2020, Taylor's University, Malaysia. (Unpublished)

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Abstract

The purpose of this paper is to conceptualize the promotional outcomes in a multichannel retailing environment and articulate an integrative brand rejuvenation in post-pandemic era. Market maven tendency and electronic word of mouth (EWOM) are proposed as the promotional outcomes and expectation toward promotion, attitude toward promotion, intention toward promotion argued as the antecedent conditions. The study proposes an integrative conceptual framework rendering to Cognitive Model (COG). Theoretical contribution and limitations are discussed.

Item Type: Conference or Workshop Item (Paper)
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Uncontrolled Discrete Keywords: promotional strategies, multichannel retailing, cognitive model (COG), market maven tendency, electronic word of mouth (EWOM), private label brands
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Sajad Rezaei
Date Deposited: 04 Aug 2020 14:06
Last Modified: 04 Aug 2020 14:07
URI: https://eprints.worc.ac.uk/id/eprint/9613

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