The Brand Advantage That Will Lure Shoppers Back to Stores
New research finds that when consumers value a brand’s cultural richness, they prefer in-store shopping to online.
The Research
- In collaboration with several large multichannel retail partners, the author surveyed 2,098 retail customers who had purchased clothing, clothing accessories, perfume, watches, jewelry, or wine, in store or online.
- Respondents ranged in age from 24 to 75; about 86% were in the U.S., and the remaining 14% were mostly in Europe. The group had a median income of $83,000.
- To determine the strength of brand culture, the author asked respondents to rate how well a brand embodied a set of humanistic values and ideals, whether it provided ...
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