Från retailer till e-tailer
En studie av konsumentattityder
With the fast development of Internet and the e-commerce during the last decades, retailers are now introducing online stores. This has been adopted as a common strategy within the industry and the phenomenon seems likely to increase over time. Theory based on brand extension is used in this study to explain the effects on brand attitude and the link with willingness to pay when a traditional retailer introduces an online store. We execute an experimental study in order to investigate the effects where we use the offline- and online channel as well as two brands with different strengths as independent variables. Results show that brand attitude and its link to willingness to pay transfers to the online channel. We also conclude that retailers don?t experience a loss of brand attitude when doing this brand extension. Implications and topics for future research are discussed in the last part of the essay.