Consumer behavior in a multichannel context and its managerial implications

The dissertation project consists of four papers. Two papers are concerned with multichannel customer behavior: (a) drivers of competitive webrooming and (b) profitability effects of offline channel additions. The remaining two papers deal with consumer reactions towards different website cookie notifications

Consumer behavior in a multichannel context and its managerial implications

The dissertation project consists of four papers. Two papers are concerned with multichannel customer behavior: (a) drivers of competitive webrooming and (b) profitability effects of offline channel additions. The remaining two papers deal with consumer reactions towards different website cookie notifications

Consumer behavior in a multichannel context and its managerial implications

The dissertation project consists of four papers. Two papers are concerned with multichannel customer behavior: (a) drivers of competitive webrooming and (b) profitability effects of offline channel additions. The remaining two papers deal with consumer reactions towards different website cookie notifications