One brand, three ways to shop: Situational variables and multichannel consumer behaviour
(2002)
Journal Article
Nicholson, M., Clarke, I., & Blakemore, M. (2002). One brand, three ways to shop: Situational variables and multichannel consumer behaviour. The International Review of Retail, Distribution and Consumer Research, 12(2), 131-148. https://doi.org/10.1080/09593960210127691
To counter the growth in online retailing, high street retailers are increasingly adopting multichannel distribution strategies, seeking to target individual consumers via both physical and electronic channels as multiple routes to purchase. In order... Read More about One brand, three ways to shop: Situational variables and multichannel consumer behaviour.