Preparing Students for Careers in Multichannel Retailing Using an Authentic Experiential Learning Project

Multichannel retailing education has penetrated into fashion marketing programmes with the emergence of ecommerce. Although class textbooks and lectures help set the curriculum in motion, there is a lack of educational literature on the experiential learning practices in multichannel retailing classes. This paper introduces an experiential learning group project that complements multichannel textbooks and lectures to better prepare students for careers in the multichannel retailing world. The project specifically assigned students the task of building an online presence for actual brick and mortar stores near the university. The four learning modes of experiential learning were used as the framework to record the transformations which occurred from the students’ experiences with the project. The learning outcomes demonstrated the students’ development of knowledge and skills relevant to careers in today’s multichannel retailing environment. Future research opportunities and limitations are also discussed

Does More Mean Better? An Examination of Visual Product Presentation in E-Retailing

Because of the intangible nature of online shopping, consumers perceive online shopping as being risky. This study examined how this risk can be reduced specifically by using a more effective online product presentation method. A combination of the number of product views (one and four) and size (small and large) of the product image were used to examine their influence on consumer’s mental intangibility and perceived amount of information, in which the two constructs ultimately influence perceived risk and patronage intentions. The results from the study showed that both product displays influenced mental intangibility even though an interaction effect did not exist. Comparatively, the number of product views and size had an interaction effect on perceived amount of information. These findings indicate how multiple product presentations can be used differently in reducing mental intangibility and perceived amount of information in an online shopping environment. Furthermore, perceived risk was found to be a partial mediator for both mental intangibility and patronage intentions, and perceived amount of information and patronage intentions. These findings provide useful information for e-retailers to consider for effective online product presentation

U.S. Consumers\u27 Patronage Intentions towards Asian Brands\u27 Uniqueness: Moderating Role of Consumer\u27s Lifestyle

In response to the growing number of Asian brands expanding into Western markets like the U.S., this study examines U.S. consumers and their lifestyle characteristics that may especially attract them to the unique appeal of Asian brands. Even though Asian brand uniqueness has been found to be an important asset for encouraging consumers to patronize a brand, the role that lifestyle characteristics play particularly in the context of Asian brands has not been studied. To fill this gap, the study specifically examined how Asian brand uniqueness can influence patronage intention and how these outcomes are moderated by different consumer lifestyle characteristics such as global identity, consumer innovativeness, and urban living. Furthermore, the study specifically examines Asian brand uniqueness through the influence of cultural authenticity of the Asian brands

Preparing Our Students for the Multichannel Retailing World

The purpose of this paper is to introduce an experiential learning group project that complements the current multichannel textbooks and lectures to prepare the students for the multichannel retailing world. This project can be adopted by any retailing classes involving the discussion of multichannel retailing to better prepare them for future careers in the emerging multichannel retailing world

U.S. Consumers’ Perception of Asian Brands’ Cultural Authenticity and Its Impact on Perceived Quality, Trust, and Patronage Intention

This study investigated the effectiveness of a brand marketing strategy that can be used by Asian brands originating from particularly emerging Asian countries to introduce themselves to the U.S. consumers. Specifically, the study examined how Asian-themed brand logos can enhance an Asian brand’s cultural authenticity, perceived quality, brand trust, and patronage intentions. The results of a nation-wide survey of 570 U.S. consumers provided empirical support for the proposed relationship. The research provides empirical insight on how authentic “Asian-ness” could be one helpful way to position Asian brands in the U.S. marketplace. The study concludes with contributions, limitations, and future research opportunities

Recipe for Success for Fashion Small Businesses in College Town: Fresh Urbanism with a Heaping Side of Country Hospitality

While there has been growing research concerning the distinctive characteristics of a college town in itself, there is limited research on small businesses, more specifically, fashion retailers, that exist in this unique setting. The purpose of this study was to gain insight on how small fashion businesses in a particular college town were staying lucrative in this college town through a series of qualitative interviews with five local fashion-related businesses

Strengths and Weaknesses of the Luxury Flash Sale Websites\u27 Customer Service

The online luxury flash sale businesses such as Gilt, Belle & Clive, and Rue La La contribute to the second largest market share in the online deal of the day business (Guisto, 2013). However, despite the potential and hype, there has been a downward trend of thriving online luxury flash sale businesses since 2011 (CNN, 2016).One of the main reasons for the decline of the luxury flash sale sites is due to the customer\u27s dissatisfaction in their experience with the service (O\u27Brien, 2016). To contribute in how luxury flash sale websites can improve their customer service in order to turn their businesses around, the study explores the strong and weak aspects of the luxury flash sale websites\u27 current customer service, and how those aspects have influenced the consumer\u27s luxury values

Marketing Strategies to Alleviate Risk and Build Trust for Emerging Online Brands: Case of an Asian Cosmetic Brand Entering Into the USA

Despite the growth of emerging brands launching their businesses online as their first retail channel, there is a lack of understanding regarding effective marketing strategies specific to them. The present research offers marketing strategies to alleviate risk and build trust, with a particular focus on emerging online fashion brands. The study examines how familiar cues such as store name and brand origin can be used to construct a perception of quality around an unfamiliar brand in order to alleviate risk and build trust. The researchers also observe how consumers’ online purchase experience with a particular product category influences how their quality perception alleviates risk and builds trust. The results indicate that unfamiliar brands can successfully introduce their brands online using familiar cues such as store name as a quality indicator to build trust and alleviate risk. In the context of this study, however, brand origin did not influence quality perception in the case of fashion goods in the USA. Furthermore, consumers with online purchase experience in a specific product category were found to be more confident that quality would alleviate risk. Practical implications are discussed

The Impact of Cultural Authenticity on Brand Uniqueness and Willingness to Try: The Case of Chinese Brands and US Consumers

Purpose – In response to today’s marketplace in which many Asian brands are trying to expand their businesses into Western nations, this study investigated the strategic use of cultural authenticity that Asian brands may employ for their success. Although the benefits of using cultural heritage in brand strategies have been noted by past literature, the efficacies of how Asian brands can use brand logo designs to positively influence their brand success have not been studied. To fill this gap, the purpose of this paper is to examine how Chinese brands can increase willingness to try among US consumers by establishing brand uniqueness via culturally authentic brand logo designs. Design/methodology/approach – The data from 289 respondents via online between-subjects factorial experimental research surveys were collected using a national US population as the sample frame. The Chinese brand logos communicating Asian heritage were created by manipulating the cultural authenticity of the brand logo mark and the language of the logotype. Findings – The results suggested that the Asian-themed brand logo is an important tool in exuding a Chinese brand’s sense of cultural authenticity to US consumers. In turn, the perception of cultural authenticity for the Chinese brand positively influenced the US consumers’ perceptions of the brand’s uniqueness, which led to greater willingness to try the brand. Originality/value – The research provides empirical insights into how “Asian-ness” can be manifested via brand logos to convey cultural authenticity as well as to build perceived brand uniqueness and the willingness to try among US consumers