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

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.