Essays about: "Complementary capabilities of channel extensions"

Found 1 essay containing the words Complementary capabilities of channel extensions.

  1. 1. Channel Extension Signalling Effects - How consumer-perceived signals of effort behind an added channel affect the entire online retail brand

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Agnetha Holmberg; Alexandra Fristedt; [2016]
    Keywords : Online retail sales channel extension; Consumer-perceived signals of advertising effort; Complementary capabilities of channel extensions;

    Abstract : Over the last decade, multichannel retail strategies, in which new channels are added to existing channel mix offering to implicitly increase consumer value and keep competitiveness on the market, has grown rapidly. Although creation of a multichannel offering seems to hold many benefits for retailers, the full effects on their customers, and by extension the brand, are largely unknown. READ MORE