Wi-Suk Kwon

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Two experiments were conducted to disentangle reciprocal relationships between multichannel retailers’ offline and online brand images. Results support the cross-channel effect of prior offline brand image on online brand beliefs (biased assimilation) and that of online performance on offline brand beliefs (impact). Consumers’ online and offline brand(More)
Consumer buying motivations can be distinguished into three categories: functional, experiential, or symbolic motivations (Keller, 1993). Although prior neuroimaging studies have examined the neural substrates which enable these motivations, direct comparisons between these three types of consumer motivations have yet to be made. In the current study, we(More)
a r t i c l e i n f o This study shows the role of consumers' prior brand loyalty and environmental concern in their responses to third-party green–brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green–brown ratings is believed equally between consumers with high and(More)
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