學術產出-Theses
Article View/Open
Publication Export
-
題名 零售通路數位轉型下，外部行銷、內部行銷、互動行銷與品牌權益之關係
Retailer Digital Transformation: The Relationships of External Marketing, Internal Marketing, Interactive Marketing, and Brand Equity作者 翁玲華
Weng, Ling-Hua貢獻者 洪順慶
Horng, Shun-Ching
翁玲華
Weng, Ling-Hua關鍵詞 服務行銷
服務三角
外部行銷
內部行銷
互動行銷
品牌權益
社群媒體
手機APP
教育訓練
內部溝通
顧客導向
品牌大使
實體服務
線上服務
虛實整合服務
Service marketing
Service triangle
External marketing
Internal marketing
Interactive marketing
Brand equity
Social media
Mobile APP
Educational training
Internal communication
Customer orientation
Brand ambassador
Oflline service
Online service
Online-merge-offline service
OMO日期 2023 上傳時間 2-Aug-2023 14:37:45 (UTC+8) 摘要 數位科技的發展，消費者行為改變，零售業服務行銷產生巨大的變化，服務接觸點涵蓋線上線下，已超越傳統服務行銷的範疇。過去零售業者「多重管道管理」強調不同通路的個別管理，現在「全通路管理」強調線上線下整合與協作，形成「顧客‐品牌‐通路」的交互作用，因此服務行銷內涵應重新檢視，與品牌的關係又是什麼? 因此本研究提出外部行銷、內部行銷、互動行銷之「服務三角」的數位構面，以結構方程模式(SEM)、Mplus 統計軟體分析主構念、次構念(二階架構)，實證討論服務三角與品牌權益的關係。研究目的在於瞭解在數位時代外部行銷、內部行銷、互動行銷如何有效地發揮其綜效創造品牌權益? 研究範圍為近年來積極走向數位轉型的台灣主要的四家傳統綜合零售商 (統一超商、全家超商、全聯超市、家樂福超市與量販店)。本研究以網路問卷進行，獲得378份消費者有效樣本，樣本平均配額四家零售商以及三種外部行銷數位管道(網站、社群媒體、手機APP)。研究結果發現 (1)外部行銷與互動行銷直接且正向影響品牌權益，內部行銷對於品牌權益沒有直接影響但可透過互動行銷產生影響，外部行銷亦可透過互動行銷影響品牌權益，也就是互動行銷完全中介內部行銷與品牌權益的關係，部分中介外部行銷與品牌權益的關係；(2)外部行銷次構念傳統4P可影響品牌形象與品牌忠誠度；網站與手機APP對於品牌形象有助益，但卻無法帶來品牌忠誠度；社群媒體則是對於品牌權益無顯著效果；(3)內部行銷次構念(教育訓練、內部溝通、顧客導向、與品牌大使)對於品牌權益均無顯著影響；(4)互動行銷次構念之實體服務可帶來品牌形象與品牌忠誠度；虛實整合服務可帶來品牌忠誠度但無法產生顯著品牌形象；線上服務則對於品牌權益則毫無顯著效果；(5)內部行銷次構面之顧客導向對於實體服務與虛實整合服務均有顯著影響，品牌大使會影響實體服務與線上服務的效果，內部溝通對虛實整合服務有影響，但教育訓練對於線上線下各通路均無顯著影響；(6)整體外部行銷可以影響整體互動行銷效果：若以次構念而言，手機APP可影響線上線下、虛實整合全部通路的效果；傳統4P只對實體服務有效果，網站只對線上服務有效果，而社群媒體對各服務通路均無任何效果；(7)品牌形象次構念之一般形象、全通路、數位創新形象會帶來「品牌使用」，進而產生忠誠度；尤其是全通路或數位創新等數位形象透過「品牌使用」更能產生忠誠度；(8)消費者購買行為showrooming 會調節互動行銷與品牌忠誠度的關係，消費者購買行為越傾向showrooming，越可能增強互動行銷與品牌忠誠度的關係；(9)虛實整合服務可調節實體服務及線上服務對於品牌形象的影響；但虛實整合服務負向調節實體服務對於品牌忠誠度的影響，也就是低度虛實整合服務比高度虛實整合更具有調節作用，換句話說，當虛實整合服務強勢(弱勢)，實體服務則轉弱(強)，彼此有替代作用。本文最後建議修正服務三角行銷模型，並修正理論架構。本研究貢獻為: 一、將服務三角理論賦予數位時代的內涵，在實證上找出次構念衡量的變數；二、全部採用顧客觀點測量服務三角，尤其是內部行銷，過去學者採用員工觀點，本研究則採用顧客觀點去檢視員工行為表現；三、過去學者大部分討論服務三角與顧客滿意度的關係，本研究則率先討論服務三角與品牌權益的關係。
With the development of digital technology and changes in consumer behavior, retail service marketing has undergone tremendous changes. The service contact points cover online and offline, which has surpassed the scope of traditional service marketing. In the past, "multi-channel management" of retailers emphasized the individual management of different channels, now "omnichannel management" takes place to emphasize online and offline mergers, which forms the interaction of "customer-brand-channel". Therefore, the connotation of service marketing, as well as the relationship between service marketing and brands, should be re-examined. This study proposes the digital dimensions of the "service triangle", which consists of external marketing, internal marketing, and interactive marketing, with the main and secondary constructs (second-order framework), empirically discussing the relationship between the service triangle and brand equity. The research aims to understand how external marketing, internal marketing, and interactive marketing can effectively exert their synergy to create brand equity in the digital age. The scope of the research is with four major traditional grocery retailers in Taiwan (7-11, FamiMart, PX Mart, Carrefour), who are on the surge of pursuing digital transformation. This study was conducted with an online questionnaire and obtained 378 effective consumer samples, allocated to four retailers and must have experience with three digital channels, including website, social media, and mobile APP. The research findings are (1) The main effects of external marketing and interactive marketing directly and significantly affect brand equity, internal marketing has no direct impact on brand equity but has an impact through interactive marketing. External marketing can also affect brand equity through interactive marketing. That is, interactive marketing completely mediates the relationship between internal marketing and brand equity while partially mediates the relationship between external marketing and brand equity; (2) The external marketing sub-construct traditional 4Ps affect brand image and brand loyalty; websites and mobile apps are impactful to brand image but can`t generate brand loyalty; social media has no impact on brand equity; (3) All internal marketing sub-constructs, including educational training, internal communication, customer orientation, and brand ambassador, have no effects on brand equity. (4) Interactive sub-construct offline services can generate brand image and brand loyalty; online-merge-offline services can bring in brand loyalty but cannot produce a brand image; online services have no significant effect on brand equity; (5) Internal marketing as a whole has a positive effect on interactive marketing. For sub-constructs, customer orientation has a significant impact on offline services as well as online-merge-offline (OMO) services; brand ambassadors affect the relationship between offline and online services; internal communication has an impact on OMO services, while educational training have no significant impact on online or offline channels; (6) External marketing as a whole has an impact on interactive marketing; looking into sub-constructs, mobile APP affects offline, online, and OMO channels; traditional 4P is effective to offline services, website is only effective for online services, while social media has no effect for all service channel; (7) The digital-related images such as "omnichannel" and "digital innovation" generate higher brand loyalty through “brand usage”; (8) Consumer showrooming behavior moderates the relationship of interactive marketing and brand loyalty, i.e., when consumers show higher showrooming behaviors, the relationship of interactive marketing and brand loyalty is likely to be strengthened; (9) OMO services moderate the impact of offline services and online services on brand image, but negatively moderates the impact of offline services on brand loyalty, that is, lower degree of OMO services tend to have higher ability to moderate the relationships. When the OMS service is dominant, the offline services tend to be weaker, and both have a substitute effect. In the end, this paper puts forward suggestions for revising the service triangle marketing model and modifying the theoretical framework. The contributions of the current research are (1) proposing the “service triangle” theory with the digital dimensions and identifying the sub-construct variables empirically; (2) measuring the service triangle (i.e., internal marketing, external marketing, interactive marketing) from the perspectives of customers, particularly internal marketing which was measured from employees perspectives in prior research, is now measured from customers perspectives. (3) While prior research mostly discussed the service triangle with customer satisfaction, the current research is the first to discuss the relationship between the service triangle and brand equity.參考文獻 中文文獻：天下雜誌. (2022.4.25). 全盈支付一上線就有1萬家店！全家如何說服玉山、網家、全聯結盟？ https://www.cw.com.tw/article/5120942?template=transformers未來流通研究所. (2022). https://www.mirai.com.tw/reports/洪順慶. (2014). 行銷管理 (5版 ed.). 新陸書局.張偉雄&王暢. (2014). 因果關係理論的建立 - 結構方程模式. In 鄭柏薰, 樊景立, 徐淑英, &陳曉萍 (Eds.), 組織與管理研究的實證方法 (pp. 375-398). 華泰文化.黃思明&耿慶瑞. (2003). 互動行銷技術對顧客服務再工程之影響. Electronic Commerce Studies, 1(2), 119-146.經濟日報. (2021 ). 台灣便利商店密集度 全球第二. https://money.udn.com/money/story/8888/5364233 https://money.udn.com/money/story/8888/5822079經濟部統計處. (2021). 經濟統計數據系統. https://dmz26.moea.gov.tw/GA/visualize/VisDashboard.aspx?d=25經濟部統計處. (2023-02-01). 批發、零售及餐飲業營業額統計. Retrieved from https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=10266數位時代. (2021.12.28). 用手機就能邊逛邊結帳！7-11的X-STORE 5號店開箱，有哪些新亮點？. https://www.bnext.com.tw/article/67024/7-11-x-store-5羅勝強, & 姜嬿. (2014). 調節變項與中介變項. In 鄭伯壎, 樊景立, 徐淑英, & 陳曉萍 (Eds.), 組織與管理研究的實證方法. (2nd ed., pp. 399 - 420). 台北市: 華泰文化.英文文獻：Aaker, D. (1991). Managing Brand Equity: capitalizing on the value of a brand name. The Free Press.Aaker, D. (1996). Building Strong Brands The Free Press. New York.Aburoub, A. S., Hersh, A. M., & Aladwan, K. (2011). Relationship between internal marketing and service quality with customers` satisfaction. International Journal of Marketing Studies, 3(2), 107.Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331-342.Ailawadi, K. L., Pauwels, K., & Steenkamp, J.-B. E. (2008). Private-label use and store loyalty. Journal of Marketing, 72(6), 19-30.Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.Alhaddad, A. (2015). Perceived quality, brand image, and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.Allaway, A. W., Huddleston, P., Whipple, J., & Ellinger, A. E. (2011). Customer‐based brand equity, equity drivers, and customer loyalty in the supermarket industry. Journal of Product & Brand Management, 20(3), 190-204..Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.Anselmsson, J., Burt, S., & Tunca, B. (2017). An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity. Journal of Retailing and Consumer Services, 38, 194-203.Argyriou, E., Kitchen, P. J., & Melewar, T. (2006). The relationship between corporate websites and brand equity: A conceptual framework and research agenda. International Journal of Market Research, 48(5), 575-599.Arnett, D. B., Laverie, D. A., & Meiers, A. (2003). Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79(3), 161-170.Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.Auh, S., Bowen, D. E., Aysuna, C., & Menguc, B. (2016). A search for missing links: specifying the relationship between leader-member exchange differentiation and service climate. Journal of Service Research, 19(3), 260-275.Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70-82.Baker, Rapp, Meyer, & Mullins. (2014). The role of brand communications on front-line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science, 42(6), 642-657.Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The impact of product-country image and marketing efforts on retailer-perceived brand equity: An empirical analysis. Journal of Retailing, 85(4), 437-452.Balmer, J. M., & Gray, E. R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 973.Bansal, H. S., Mendelson, M. B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76.Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.Baron, R. M., & Kenny, D. A. (1986). The moderator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.Becagli, C., & Milanesi, M. (2021). Omnichannel retailing and brand equity: A new balance to achieve. In The Art of Digital Marketing for Fashion and Luxury Brands (pp. 31-49). Springer.Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective 6th. New York: McGraw-Hil l.Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.Berry, Hensel, & Burke. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52(3), 3-14.Berry, & Parasuraman. (1991). Marketing Service: Competing through Quality. Marketing Service, New York: The Free Press.Bevan, N. (1995). Measuring usability as the quality of use. Software Quality Journal, 4(2), 115-130.Biedenbach, G., & Manzhynski, S. (2016). Internal branding and sustainability: investigating perceptions of employees. Journal of Product & Brand Management, 25(3), 296-306.Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.Blom, A., Lange, F., & Hess Jr, R. L. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295.Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), 363-379.Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.Bruhn, M., & Georgi, D. (2000). Information-based analysis of service quality gaps–managing service quality by internal marketing. Journal of Professional Services Marketing, 21(2), 105-124.Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Cambridge.Burmann, C., Riley, N.-M., Halaszovich, T., & Schade, M. (2017). Identity-based brand management. Springer Gabler.Burt, & Carralero‐Encinas, J. (2000). The role of store image in retail internationalization. International Marketing Review, 17(4/5), 433-453.Burt, & Davies, K. (2010). From the retail brand to the retail‐er as a brand: themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865-878..Burt, & Sparks. (2002). Corporate branding, retailing, and retail internationalization. Corporate Reputation Review, 5(2), 194-212.Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing.Chebat, J.-C., Sirgy, M. J., & Grzeskowiak, S. (2010). How can shopping mall management best capture mall image? Journal of Business Research, 63(7), 735-740.Cheng, F.-F., Wu, C.-S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer`s emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334.Cheung, G. W., & Lau, R. S. (2008). Testing mediation and suppression effects of latent variables: Bootstrapping with structural equation models. Organizational Research Methods, 11(2), 296-325.Choi, Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing & Management, 25(7), 771-796.Choi, L., & Huddleston, P. (2014). The effect of retailer private brands on consumer-based retailer equity: comparison of named private brands and generic private brands. The International Review of Retail, Distribution, and Consumer Research, 24(1), 59-78.Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.Cocco, H., & Demoulin, N. T. (2022). Designing a seamless shopping journey through omnichannel retailer integration. Journal of Business Research, 150, 461-475.Cui, X., Xie, Q., Zhu, J., Shareef, M. A., Goraya, M. A. S., & Akram, M. S. (2022). Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102869.Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130-138.Das, G. (2015). Impact of store attributes on consumer-based retailer equity: An exploratory study of department retail stores. Journal of Fashion Marketing and Management, 19(2), 188-204.Das, G., Datta, B., & Guin, K. K. (2012). Impact of retailer personality on consumer‐based retailer equity: An empirical study of retail brands. Asia Pacific Journal of Marketing and Logistics, 24(4), 619-639.Dawson, J. F. (2014). Moderation in management research: What, why, when, and how. Journal of Business and Psychology, 29(1), 1-19.De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands` values internally and externally. The Service Industries Journal, 26(8), 819-836.DeCarlo, T. E., Laczniak, R. N., Motley, C. M., & Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities. Journal of Marketing Theory and Practice, 15(1), 41-51.Delgado-Ballester, E., Hernandez-Espallardo, M., & Rodriguez-Orejuela, A. (2014). Store image influences in consumers’ perceptions of store brands: the moderating role of value consciousness. European Journal of Marketing, 48(9/10), 1850-1869.Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the sharing economy. Journal of Marketing, 83(5), 5-27.Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding –An empirical study. Corporate Communications: An International Journal, 7(2), 100-109.El-Amir, A., & Burt, S. (2010). Towards modeling the retailer as a brand: A social construction of the grocery store from the customer standpoint. Journal of Brand Management, 17(6), 429-445.Erdem, T. (1998). An empirical analysis of umbrella branding. Journal of Marketing Research, 35(3), 339-351.Ferdous, A. S. (2008). Integrated internal marketing communication (IIMC). The Marketing Review, 8(3), 223-235.Ferdous, A. S., Polonsky, M., & Bednall, D. H. B. (2021). Internal communication and the development of customer-oriented behavior among frontline employees. European Journal of Marketing, 55(8), 2344-2366.Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459-476.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.Forsyth, D. R. (2008). Self-serving bias. 429.Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434-1451.Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution, and Consumer Research, 23(2), 111-136.Gill, M., Sridhar, S., & Grewal, R. (2017). Return on engagement initiatives: A study of a business-to-business mobile app. Journal of Marketing, 81(4), 45-66.Giovanis, A. N., & Athanasopoulou, P. (2018). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40, 287-294.Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.Grönroos, C. (1981). Internal marketing–an integral part of marketing theory. Marketing of Services, 236, 238.Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.Grönroos, C. (1998). Marketing services: the case of a missing product. Journal of Business & Industrial Marketing, 13(4/5), 322-338.Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301.Greenberg, P. (2010). CRM at the speed of light: Social CRM strategies, tools, and techniques. McGraw-Hill New York.Grewal, D., Roggeveen, A. L., Sisodia, R., & Nordfält, J. (2017). Enhancing customer engagement through consciousness. Journal of Retailing, 93(1), 55-64.Gunelius, S. (2010). 30-minute social media marketing: Step-by-step techniques to spread the word about your business: Social media marketing in 30 minutes a day. McGraw Hill Professional.Hair, Black, Babin, & Anderson. (2010). Multivariate Data Analysis (7 ed.). Person.Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions. Journal of Consumer Marketing, 33(2), 135-144.Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335.Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112-1120.Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C., & Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(01), 51-58.Hasni, M. J. S., Salo, J., Naeem, H., & Abbasi, K. S. (2018). Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty: An empirical evidence from the retail sector. International Journal of Retail & Distribution Management, 46(11/12), 1056-1076..Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041-1064.Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408-420.Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. In: University of Kansas, KS.He, H., & Li, Y. (2010). Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, 27(1-2), 77-99.Heding, T., Knudtzen, C. F., & Bjerre, M. (2016). Brand management: Research, theory and practice. In (2nd ed.): London: Routledge.Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. Journal of Retailing, 91(2), 309-325.Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the Internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178-1204.Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293.Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer`s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86-101.Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee-customer interface: the role of customer need knowledge. Journal of Marketing, 73(4), 64-81.Hox, J. J. (2010). Multilevel analysis: Techniques and applications. Routledge.Hsieh. (2018). A multilevel analysis of the service marketing triangle in theme parks. Journal of Travel & Tourism Marketing, 35(2), 130-147.Hsieh, Y. C., Roan, J., Pant, A., Hsieh, J. K., Chen, W. Y., Lee, M., & Chiu, H. C. (2012). All for one but does one strategy work for all? Building consumer loyalty in multi‐channel distribution. Managing Service Quality: An International Journal, 22(3), 310-335.Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.Huang, & Lee, P. P. (2012). The moderating effects of internal marketing and external marketing upon the relationship between interactive marketing and customer satisfaction: A multi-level model. Sun Yat-San Management Review, 20(2), 637-672.Huang, J., Baptista, J., & Galliers, R. D. (2013). Reconceptualizing rhetorical practices in organizations: The impact of social media on internal communications. Information & Management, 50(2-3), 112-124.Hwang, S., & Der-Jang, C. (2005). Relationships among internal marketing, employee job satisfaction, and international hotel performance: An empirical study. International Journal of Management, 22(2), 285.Ind, N. (1997). The corporate brand. In The corporate brand (pp. 1-13). Springer.Ind, N. (2007). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page Publishers.Interbrand. (2021). Best Global Brands 2021. https://interbrand.com/thinking/best-global-brands-2021-download/Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.iThome. (2019.10.22). 全家科技二號店亮相! 自助結帳、5G、智販機登場. https://www.ithome.com.tw/news/133754Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261.Jahanzeb, S., Fatima, T., & Butt, M. M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing, 31(2), 126-141.Jara, M., & Cliquet, G. (2012). Retail brand equity: conceptualization and measurement. Journal of Retailing and Consumer Services, 19(1), 140-149.JEFEC. (2022.5.23). 全通路是什麼？2022 最新全通路策略與案例介紹. https://www.jefec.com/%E5%85%A8%E9%80%9A%E8%B7%AF/Jinfeng, W., & Zhilong, T. (2009). The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets. Journal of Retailing and Consumer Services, 16(6), 486-494.Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.Kameshwari, A. V., & Nittala, R. (2013). Quantitative Modeling of Internal Marketing and Interactive Marketing. Journal of Supply Chain Management Systems, 2(2).Kang, J. Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(2), 145-169.Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.Keller. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller. (2001). Building customer-based brand equity: A blueprint for creating strong brands, 39.Keller. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.Keller, & Aaker, D. A. (1998). The impact of corporate marketing on a company`s brand extensions. Corporate Reputation Review, 1(4), 356-378.Keller, Apéria, T., & Georgson, M. (2012). Strategic brand management: A European perspective. Harlow: Prentice Hall.Keller, & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.Keller, & Swaminathan, V. (2020). Strategic Brand Management, Building, Measuring, and Managing Brand Equity. In (5th ed.). Pearson.Keller, K. L. (2003). Understanding brands, branding, and brand equity. Interactive Marketing, 5, 7-20.Keller, S. B., Lynch, D. F., Ellinger, A. E., Ozment, J., & Calantone, R. (2006). The impact of internal marketing efforts in distribution service operations. Journal of Business Logistics, 27(1), 109-137.Kelloway, E. K. (2014). Using Mplus for structural equation modeling: A researcher`s guide. Sage Publications.Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7/8), 998-1016.Ko, C., Ma, J., Bartnik, R., Haney, M. H., & Kang, M. (2018). Ethical leadership: An integrative review and future research agenda. Ethics & Behavior, 28(2), 104-132.Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35-44.Kotler, Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: moving from traditional to digital. John Wiley & Sons.Kotler, P., Kartajaya, H., & Setiawan, I. (2010). From products to customers to the human spirit; marketing 3.0. John Wiley & Sons Inc, 2, 8.Kotler, P., & Keller, K. L. (2012). Marketing Management (Global edition, 14th ed.). Pearson Education.Kumar, Gupta, S., & Kishore, N. (2014). Measuring Retailer Store Image: A Scale Development Study. International Journal of Business & Economics, 13(1).Kumar, Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.Laaksonen, H., & Reynolds, J. (1994). Own brands in food retailing across Europe. Journal of Brand Management, 2(1), 37-46.Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.Lau, R. S., & Cheung, G. W. (2012). Estimating and comparing specific mediation effects in complex latent variable models. Organizational Research Methods, 15(1), 3-16.Lee, Chan, T. K., Chong, A. Y.-L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90-101.Li, Larimo, J., & Leonidou, L. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.Li, C., Guo, S., Cao, L., & Li, J. (2018). Digital enablement and its role in internal branding: A case study of HUANYI travel agency. Industrial Marketing Management, 72, 152-160.Li, Y., Liu, H., Lim, E. T., Goh, J. M., Yang, F., & Lee, M. K. (2018). Customer`s reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109, 50-60.Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: broadening the scope of word-of-mouth research. Journal of Service Research, 13(3), 267-282.Lings, I. N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4), 405-413.Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of advertising research, 43(2), 207-216.Londoño, J. C., Elms, J., & Davies, K. (2016). Conceptualising and measuring consumer-based brand–retailer–channel equity. Journal of Retailing and Consumer Services, 29, 70-81.Müller, M. (2017). ‘Brand-centred control’: A study of internal branding and normative control. Organization Studies, 38(7), 895-915.MacKinnon, D. P. (2012). Introduction to Statistical Mediation Analysis. Routledge.MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39(1), 99-128.Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.McCarthy, E. J., & Perreault Jr, W. D. (1964). Basic Marketing, Richard D. Irwin, Homewood, IL, 181.McDonald, M. H., De Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands‐Moving beyond the fast‐moving consumer goods model. European Journal of Marketing, 35(3/4), 335-352.Moliner-Velázquez, B., Fuentes-Blasco, M., Servera-Francés, D., & Gil-Saura, I. (2019). From retail innovation and image to loyalty: moderating effects of product type. Service Business, 13(1), 199-224.Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.Muniz, A. M., & O`guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.Musso, F. (2010). Innovation in marketing channels: Relationships, technology, channel structure. Symphonya: Emerging Issues in Management(1), 23-42.Muthén, B., & Muthén, L. (2017). Mplus. In Handbook of item response theory (pp. 507-518). Chapman and Hall/CRC.Napolitano, M. (2013). Omni-channel distribution: moving at the speed of" now". Logistics Management (Highlands Ranch, Colo.: 2002), 52(6).Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111-132.Neslin, S. A., & Shankar, V. (2009). Key issues in multichannel customer management: current knowledge and future directions. Journal of Interactive Marketing, 23(1), 70-81.O’Guinn, T. C., Muniz Jr, A. M., & Paulson, E. (2018). A Sociological Critique and Reformulation of Brands. In The Oxford Handbook of Consumption.Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106-114.Pappu, R., & Quester, P. (2006a). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329.Pappu, R., & Quester, P. (2006b). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product & Brand Management, 15(1), 4-14.Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T. (2020). One size doesn’t fit all: a uses and gratifications analysis of social media platforms. Journal of Research in Interactive Marketing, 14(2), 269-284.Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36.Pinar, M., Girard, T., Trapp, P., & Eser, Z. (2016). Services branding triangle: Examining the triadic service brand promises for creating a strong brand in the banking industry. International Journal of Bank Marketing, 34(4), 529-549.Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5-16.Poon, P., Albaum, G., & Yin, C.-Y. (2017). Exploring risks, advantages, and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country. International Journal of Retail & Distribution Management, 45(3), 328-342.Pulizzi, J., & Barrett, N. (2009). Get content get customers-Turn Prospects into buyers with content marketing. Saxena NSB Management Review, 2(2), 98-100.Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143-1160.Rafiee, V. B., & Sarabdeen, J. (2013). Social media marketing: the unavoidable marketing management tool, 933.Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis, and extension. Journal of Services Marketing. 14(6), 449-462.Rajavi, K., Kushwaha, T., & Steenkamp, J.-B. E. (2019). In brands we trust? A multicategory, multi-country investigation of the sensitivity of consumers’ trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670.Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358-369.Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366.Romaniuk, J. (2013). Modeling mental market share. Journal of Business Research, 66(2), 188-195.Samu, S., Lyndem, P. K., & Litz, R. A. (2012). Impact of brand‐building activities and retailer‐based brand equity on retailer brand communities. European Journal of Marketing, 46(11/12), 1581-1601.Sara, & Leila. (2015). Investigating the Impact of Internal Marketing on Customer Orientation (Case Study: Insurance Industry of Abadan City). European Online Journal of Natural and Social Science, 4(3), 546-552.Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management decision, 50(2), 253-272.Savastano, M., Bellini, F., D’Ascenzo, F., & De Marco, M. (2019). Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment. International Journal of Retail & Distribution Management, 47(5), 474-492.Schutte, T. F. (1969). The semantics of branding. Journal of Marketing, 33(2), 5-11.Scott Morton, F., & Zettelmeyer, F. (2004). The strategic positioning of store brands in retailer–manufacturer negotiations. Review of Industrial Organization, 24(2), 161-194.Shah, A. (2014). Internal marketing`s effects on employee satisfaction, productivity, product quality, consumer satisfaction, and firm performance. American Journal of Management, 14(4), 33.Shen, X.-L., Li, Y.-J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61-73.Shepperd, J., Malone, W., & Sweeny, K. (2008). Exploring causes of the self‐serving bias. Social and Personality Psychology Compass, 2(2), 895-908.Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.Simone, A., & Sabbadin, E. (2018). The new paradigm of the omnichannel retailing: key drivers, new challenges and potential outcomes resulting from the adoption of an omnichannel approach. International Journal of Business and Management, 13(1), 85-109.Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312.Sobel, M. E. (1986). Some new results on indirect effects and their standard errors in covariance structure models. Sociological Methodology, 16, 159-186.Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356-371.Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 44-63.Stocchi, L., Ludwichowska, G., Fuller, R., & Gregoric, A. (2021). Customer-based brand equity for branded apps: A simple research framework. Journal of Marketing Communications, 27(5), 534-563.Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2021). Marketing research on Mobile apps: Past, present and future. Journal of the Academy of Marketing Science, 1-31.Sultan, F., & Rohm, A. (2005). The coming era of" brand in the hand" marketing. MIT Sloan Management Review, 47(1), 83.Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24-46.Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87.Swoboda, B., Berg, B., & Schramm-Klein, H. (2013). Reciprocal effects of the corporate reputation and store equity of retailers. Journal of Retailing, 89(4), 447-459.Swoboda, B., Berg, B., Schramm-Klein, H., & Foscht, T. (2013). The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Consumer Services, 20(3), 251-262.Swoboda, B., Haelsig, F., Morschett, D., & Schramm‐Klein, H. (2007). An intersector analysis of the relevance of service in building a strong retail brand. Managing Service Quality: An International Journal. 17(4), 428-448.Swoboda, B., Haelsig, F., Schramm‐Klein, H., & Morschett, D. (2009). Moderating role of involvement in building a retail brand. International Journal of Retail & Distribution Management, 37(11), 952-974.Swoboda, B., Weindel, J., & Hälsig, F. (2016). Predictors and effects of retail brand equity–A cross-sectoral analysis. Journal of Retailing and Consumer Services, 31, 265-276.Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.TheNewsLens. (2021.11.12). 2021台灣綜合零售&電商產業趨勢地圖，誰是第一大通路？. https://www.thenewslens.com/article/158803Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Egil, P. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of Interactive Marketing, 16(3), 17-34.Townsend, W. R. (2010). Innovation and the value of failure. International Journal of Management and Marketing Research, 3(1), 75-84.Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.Tran, T. P., Mai, E. S., & Taylor, E. C. (2021). Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective. Journal of Business Research, 125, 239-251.Troiville, J., Hair, J. F., & Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50, 73-84.Tsai, Y., & Tang, T.-W. (2008). How to improve service quality: Internal marketing as a determining factor. Total Quality Management, 19(11), 1117-1126.Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.Tyrväinen, O., & Karjaluoto, H. (2019). Omnichannel experience: Towards successful channel integration in retail. Journal of Customer Behaviour, 18(1), 17-34.Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.Vallaster, C. (2004). Internal brand building in multicultural organisations: a roadmap towards action research. Qualitative Market Research: An International Journal, 7(2), 100-113.Van Noort, G., & Van Reijmersdal, E. A. (2019). Branded apps: Explaining effects of brands` mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.Vaseer, A., & Shahzad, K. (2016). Internal Marketing, Job Satisfaction, and Service Quality: A Study of Higher Education Institutions of Pakistan. Dialogue (Pakistan), 11(4).Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of Retailing, 83(1), 97-113.Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing, 80(4), 249-263.Wang. (2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing. 15(1), 1-9.Wang, Kim, S., & Malthouse, E. C. (2016). Branded apps and mobile platforms as new tools for advertising. The new advertising: Branding, content, and consumer relationships in the data-driven social media era, 2, 123-156.Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading digital: Turning technology into business transformation. Harvard Business Press.Westerman, G., Tannou, M., Bonnet, D., Ferraris, P., & McAfee, A. (2012). The Digital Advantage: How digital leaders outperform their peers in every industry. MIT Sloan Management and Capgemini Consulting, MA, 2, 2-23.Wu, J., Chen, J., & Dou, W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75.Yadav, & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.Yang, H.-L., & Lin, R.-X. (2017). Determinants of the intention to continue use of SoLoMo services: Consumption values and the moderating effects of overloads. Computers in Human Behavior, 73, 583-595.Yoo, & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.Yoo, Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.Yoo, Y., Henfridsson, O., & Lyytinen, K. (2010). Research commentary—the new organizing logic of digital innovation: an agenda for information systems research. Information Systems Research, 21(4), 724-735.Zahoor, S. Z., & Qureshi, I. H. (2017). Social Media Marketing and Brand Equity: A Literature Review. IUP Journal of Marketing Management, 16(1).Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services marketing strategy. Wiley International Encyclopedia of Marketing.Zentes, J., Morschett, D., & Schramm-Klein, H. (2017). Strategic Retail Management (3rd ed.). Springer.Zhang, M., He, X., Qin, F., Fu, W., & He, Z. (2019). Service quality measurement for omni-channel retail: scale development and validation. Total Quality Management & Business Excellence, 30(sup1), S210-S226.Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic commerce research and applications, 28, 181-193. 描述 博士
國立政治大學
企業管理學系
103355504資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103355504 資料類型 thesis dc.contributor.advisor 洪順慶 zh_TW dc.contributor.advisor Horng, Shun-Ching en_US dc.contributor.author (Authors) 翁玲華 zh_TW dc.contributor.author (Authors) Weng, Ling-Hua en_US dc.creator (作者) 翁玲華 zh_TW dc.creator (作者) Weng, Ling-Hua en_US dc.date (日期) 2023 en_US dc.date.accessioned 2-Aug-2023 14:37:45 (UTC+8) - dc.date.available 2-Aug-2023 14:37:45 (UTC+8) - dc.date.issued (上傳時間) 2-Aug-2023 14:37:45 (UTC+8) - dc.identifier (Other Identifiers) G0103355504 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/146713 - dc.description (描述) 博士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 103355504 zh_TW dc.description.abstract (摘要) 數位科技的發展，消費者行為改變，零售業服務行銷產生巨大的變化，服務接觸點涵蓋線上線下，已超越傳統服務行銷的範疇。過去零售業者「多重管道管理」強調不同通路的個別管理，現在「全通路管理」強調線上線下整合與協作，形成「顧客‐品牌‐通路」的交互作用，因此服務行銷內涵應重新檢視，與品牌的關係又是什麼? 因此本研究提出外部行銷、內部行銷、互動行銷之「服務三角」的數位構面，以結構方程模式(SEM)、Mplus 統計軟體分析主構念、次構念(二階架構)，實證討論服務三角與品牌權益的關係。研究目的在於瞭解在數位時代外部行銷、內部行銷、互動行銷如何有效地發揮其綜效創造品牌權益? 研究範圍為近年來積極走向數位轉型的台灣主要的四家傳統綜合零售商 (統一超商、全家超商、全聯超市、家樂福超市與量販店)。本研究以網路問卷進行，獲得378份消費者有效樣本，樣本平均配額四家零售商以及三種外部行銷數位管道(網站、社群媒體、手機APP)。研究結果發現 (1)外部行銷與互動行銷直接且正向影響品牌權益，內部行銷對於品牌權益沒有直接影響但可透過互動行銷產生影響，外部行銷亦可透過互動行銷影響品牌權益，也就是互動行銷完全中介內部行銷與品牌權益的關係，部分中介外部行銷與品牌權益的關係；(2)外部行銷次構念傳統4P可影響品牌形象與品牌忠誠度；網站與手機APP對於品牌形象有助益，但卻無法帶來品牌忠誠度；社群媒體則是對於品牌權益無顯著效果；(3)內部行銷次構念(教育訓練、內部溝通、顧客導向、與品牌大使)對於品牌權益均無顯著影響；(4)互動行銷次構念之實體服務可帶來品牌形象與品牌忠誠度；虛實整合服務可帶來品牌忠誠度但無法產生顯著品牌形象；線上服務則對於品牌權益則毫無顯著效果；(5)內部行銷次構面之顧客導向對於實體服務與虛實整合服務均有顯著影響，品牌大使會影響實體服務與線上服務的效果，內部溝通對虛實整合服務有影響，但教育訓練對於線上線下各通路均無顯著影響；(6)整體外部行銷可以影響整體互動行銷效果：若以次構念而言，手機APP可影響線上線下、虛實整合全部通路的效果；傳統4P只對實體服務有效果，網站只對線上服務有效果，而社群媒體對各服務通路均無任何效果；(7)品牌形象次構念之一般形象、全通路、數位創新形象會帶來「品牌使用」，進而產生忠誠度；尤其是全通路或數位創新等數位形象透過「品牌使用」更能產生忠誠度；(8)消費者購買行為showrooming 會調節互動行銷與品牌忠誠度的關係，消費者購買行為越傾向showrooming，越可能增強互動行銷與品牌忠誠度的關係；(9)虛實整合服務可調節實體服務及線上服務對於品牌形象的影響；但虛實整合服務負向調節實體服務對於品牌忠誠度的影響，也就是低度虛實整合服務比高度虛實整合更具有調節作用，換句話說，當虛實整合服務強勢(弱勢)，實體服務則轉弱(強)，彼此有替代作用。本文最後建議修正服務三角行銷模型，並修正理論架構。本研究貢獻為: 一、將服務三角理論賦予數位時代的內涵，在實證上找出次構念衡量的變數；二、全部採用顧客觀點測量服務三角，尤其是內部行銷，過去學者採用員工觀點，本研究則採用顧客觀點去檢視員工行為表現；三、過去學者大部分討論服務三角與顧客滿意度的關係，本研究則率先討論服務三角與品牌權益的關係。 zh_TW dc.description.abstract (摘要) With the development of digital technology and changes in consumer behavior, retail service marketing has undergone tremendous changes. The service contact points cover online and offline, which has surpassed the scope of traditional service marketing. In the past, "multi-channel management" of retailers emphasized the individual management of different channels, now "omnichannel management" takes place to emphasize online and offline mergers, which forms the interaction of "customer-brand-channel". Therefore, the connotation of service marketing, as well as the relationship between service marketing and brands, should be re-examined. This study proposes the digital dimensions of the "service triangle", which consists of external marketing, internal marketing, and interactive marketing, with the main and secondary constructs (second-order framework), empirically discussing the relationship between the service triangle and brand equity. The research aims to understand how external marketing, internal marketing, and interactive marketing can effectively exert their synergy to create brand equity in the digital age. The scope of the research is with four major traditional grocery retailers in Taiwan (7-11, FamiMart, PX Mart, Carrefour), who are on the surge of pursuing digital transformation. This study was conducted with an online questionnaire and obtained 378 effective consumer samples, allocated to four retailers and must have experience with three digital channels, including website, social media, and mobile APP. The research findings are (1) The main effects of external marketing and interactive marketing directly and significantly affect brand equity, internal marketing has no direct impact on brand equity but has an impact through interactive marketing. External marketing can also affect brand equity through interactive marketing. That is, interactive marketing completely mediates the relationship between internal marketing and brand equity while partially mediates the relationship between external marketing and brand equity; (2) The external marketing sub-construct traditional 4Ps affect brand image and brand loyalty; websites and mobile apps are impactful to brand image but can`t generate brand loyalty; social media has no impact on brand equity; (3) All internal marketing sub-constructs, including educational training, internal communication, customer orientation, and brand ambassador, have no effects on brand equity. (4) Interactive sub-construct offline services can generate brand image and brand loyalty; online-merge-offline services can bring in brand loyalty but cannot produce a brand image; online services have no significant effect on brand equity; (5) Internal marketing as a whole has a positive effect on interactive marketing. For sub-constructs, customer orientation has a significant impact on offline services as well as online-merge-offline (OMO) services; brand ambassadors affect the relationship between offline and online services; internal communication has an impact on OMO services, while educational training have no significant impact on online or offline channels; (6) External marketing as a whole has an impact on interactive marketing; looking into sub-constructs, mobile APP affects offline, online, and OMO channels; traditional 4P is effective to offline services, website is only effective for online services, while social media has no effect for all service channel; (7) The digital-related images such as "omnichannel" and "digital innovation" generate higher brand loyalty through “brand usage”; (8) Consumer showrooming behavior moderates the relationship of interactive marketing and brand loyalty, i.e., when consumers show higher showrooming behaviors, the relationship of interactive marketing and brand loyalty is likely to be strengthened; (9) OMO services moderate the impact of offline services and online services on brand image, but negatively moderates the impact of offline services on brand loyalty, that is, lower degree of OMO services tend to have higher ability to moderate the relationships. When the OMS service is dominant, the offline services tend to be weaker, and both have a substitute effect. In the end, this paper puts forward suggestions for revising the service triangle marketing model and modifying the theoretical framework. The contributions of the current research are (1) proposing the “service triangle” theory with the digital dimensions and identifying the sub-construct variables empirically; (2) measuring the service triangle (i.e., internal marketing, external marketing, interactive marketing) from the perspectives of customers, particularly internal marketing which was measured from employees perspectives in prior research, is now measured from customers perspectives. (3) While prior research mostly discussed the service triangle with customer satisfaction, the current research is the first to discuss the relationship between the service triangle and brand equity. en_US dc.description.tableofcontents 第一章 緒論 1第一節 研究動機 1第二節 研究問題 7第三節 研究範圍 8第二章 文獻探討 9第一節 數位轉型 9一、 數位轉型概念 9二、 數位轉型與資訊科技賦能轉型不同 12三、 數位轉型的發展程度 13第二節 零售業 14一、 傳統零售功能 15二、 零售業的轉型 17三、 零售業服務行銷 19第三節 內部行銷 20一、 傳統的內部行銷 20二、 數位時代的內部行銷 25第四節 互動行銷 27一、 傳統的互動行銷 28二、 數位時代的互動行銷：多重通路(Multi-channel)、全通路(omnichannel) 29第五節 外部行銷 38一、 傳統外部行銷 38二、 數位時代的外部行銷 39第六節 品牌 54一、 品牌觀點 54二、 數位時代的品牌 55三、 零售商品牌 57第七節 品牌權益 61一、 品牌權益 61二、 零售商品牌權益 63第三章 研究方法與理論架構 68第一節 研究步驟流程 68第二節 零售商實務概況 69一、 零售商整體概況 69二、 零售商數位化發展 70第三節 研究假設 72一、 主效果 72二、 中介作用 80三、 調節作用 84第四節 測量 87第四章 資料分析與結果 95第一節 樣本與抽樣 95第二節 描述性統計 95第三節 研究方法 97第四節 資料分析 99第五節 研究結果 109一、 服務三角主構念與品牌權益之關係 109二、 服務三角次構念與品牌權益之關係 111三、 中介作用：互動行銷 117四、 中介作用：品牌使用 121五、 調節作用：showrooming, webrooming 122六、 調節作用：虛實整合 125第六節 零售商調查結果分析 129一、 零售商概況 129二、 調查結果分析 131第五章 結論與建議 139第一節 研究結果討論 139一、 服務三角與品牌權益的關係 140二、 品牌「數位化」形象的效果 144三、 消費者行為showrooming, webrooming 的調節效果 144四、 虛實整合服務的調節角色 145第二節 理論模型修正 145一、 服務三角模型的修正 146二、 實證理論模型的修正 146第三節 理論意涵 152一、 實體通路重現其價值 152二、 全通路策略 153三、 零售商「企業品牌」 154第四節 實務與管理意涵 154一、 「有機行銷」策略 155二、 建構零售生態圈 155三、 強化零售商「數位化」形象 155四、 實體通路與虛實整合功能可分開推廣 156五、 增強對品牌科技的認知 156第五節 研究限制與後續研究建議 157參考書目 159附錄 186 zh_TW dc.format.extent 7710840 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103355504 en_US dc.subject (關鍵詞) 服務行銷 zh_TW dc.subject (關鍵詞) 服務三角 zh_TW dc.subject (關鍵詞) 外部行銷 zh_TW dc.subject (關鍵詞) 內部行銷 zh_TW dc.subject (關鍵詞) 互動行銷 zh_TW dc.subject (關鍵詞) 品牌權益 zh_TW dc.subject (關鍵詞) 社群媒體 zh_TW dc.subject (關鍵詞) 手機APP zh_TW dc.subject (關鍵詞) 教育訓練 zh_TW dc.subject (關鍵詞) 內部溝通 zh_TW dc.subject (關鍵詞) 顧客導向 zh_TW dc.subject (關鍵詞) 品牌大使 zh_TW dc.subject (關鍵詞) 實體服務 zh_TW dc.subject (關鍵詞) 線上服務 zh_TW dc.subject (關鍵詞) 虛實整合服務 zh_TW dc.subject (關鍵詞) Service marketing en_US dc.subject (關鍵詞) Service triangle en_US dc.subject (關鍵詞) External marketing en_US dc.subject (關鍵詞) Internal marketing en_US dc.subject (關鍵詞) Interactive marketing en_US dc.subject (關鍵詞) Brand equity en_US dc.subject (關鍵詞) Social media en_US dc.subject (關鍵詞) Mobile APP en_US dc.subject (關鍵詞) Educational training en_US dc.subject (關鍵詞) Internal communication en_US dc.subject (關鍵詞) Customer orientation en_US dc.subject (關鍵詞) Brand ambassador en_US dc.subject (關鍵詞) Oflline service en_US dc.subject (關鍵詞) Online service en_US dc.subject (關鍵詞) Online-merge-offline service en_US dc.subject (關鍵詞) OMO en_US dc.title (題名) 零售通路數位轉型下，外部行銷、內部行銷、互動行銷與品牌權益之關係 zh_TW dc.title (題名) Retailer Digital Transformation: The Relationships of External Marketing, Internal Marketing, Interactive Marketing, and Brand Equity en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文文獻：天下雜誌. (2022.4.25). 全盈支付一上線就有1萬家店！全家如何說服玉山、網家、全聯結盟？ https://www.cw.com.tw/article/5120942?template=transformers未來流通研究所. (2022). https://www.mirai.com.tw/reports/洪順慶. (2014). 行銷管理 (5版 ed.). 新陸書局.張偉雄&王暢. (2014). 因果關係理論的建立 - 結構方程模式. In 鄭柏薰, 樊景立, 徐淑英, &陳曉萍 (Eds.), 組織與管理研究的實證方法 (pp. 375-398). 華泰文化.黃思明&耿慶瑞. (2003). 互動行銷技術對顧客服務再工程之影響. Electronic Commerce Studies, 1(2), 119-146.經濟日報. (2021 ). 台灣便利商店密集度 全球第二. https://money.udn.com/money/story/8888/5364233 https://money.udn.com/money/story/8888/5822079經濟部統計處. (2021). 經濟統計數據系統. https://dmz26.moea.gov.tw/GA/visualize/VisDashboard.aspx?d=25經濟部統計處. (2023-02-01). 批發、零售及餐飲業營業額統計. Retrieved from https://www.moea.gov.tw/MNS/dos/bulletin/Bulletin.aspx?kind=8&html=1&menu_id=6727&bull_id=10266數位時代. (2021.12.28). 用手機就能邊逛邊結帳！7-11的X-STORE 5號店開箱，有哪些新亮點？. https://www.bnext.com.tw/article/67024/7-11-x-store-5羅勝強, & 姜嬿. (2014). 調節變項與中介變項. In 鄭伯壎, 樊景立, 徐淑英, & 陳曉萍 (Eds.), 組織與管理研究的實證方法. (2nd ed., pp. 399 - 420). 台北市: 華泰文化.英文文獻：Aaker, D. (1991). Managing Brand Equity: capitalizing on the value of a brand name. The Free Press.Aaker, D. (1996). Building Strong Brands The Free Press. New York.Aburoub, A. S., Hersh, A. M., & Aladwan, K. (2011). Relationship between internal marketing and service quality with customers` satisfaction. International Journal of Marketing Studies, 3(2), 107.Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: conceptual insights and research priorities. Journal of Retailing, 80(4), 331-342.Ailawadi, K. L., Pauwels, K., & Steenkamp, J.-B. E. (2008). Private-label use and store loyalty. Journal of Marketing, 72(6), 19-30.Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.Alhaddad, A. (2015). Perceived quality, brand image, and brand trust as determinants of brand loyalty. Journal of Research in Business and Management, 3(4), 01-08.Allaway, A. W., Huddleston, P., Whipple, J., & Ellinger, A. E. (2011). Customer‐based brand equity, equity drivers, and customer loyalty in the supermarket industry. Journal of Product & Brand Management, 20(3), 190-204..Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.Anselmsson, J., Burt, S., & Tunca, B. (2017). An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity. Journal of Retailing and Consumer Services, 38, 194-203.Argyriou, E., Kitchen, P. J., & Melewar, T. (2006). The relationship between corporate websites and brand equity: A conceptual framework and research agenda. International Journal of Market Research, 48(5), 575-599.Arnett, D. B., Laverie, D. A., & Meiers, A. (2003). Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications. Journal of Retailing, 79(3), 161-170.Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882.Auh, S., Bowen, D. E., Aysuna, C., & Menguc, B. (2016). A search for missing links: specifying the relationship between leader-member exchange differentiation and service climate. Journal of Service Research, 19(3), 260-275.Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty. Journal of Advertising, 47(1), 70-82.Baker, Rapp, Meyer, & Mullins. (2014). The role of brand communications on front-line service employee beliefs, behaviors, and performance. Journal of the Academy of Marketing Science, 42(6), 642-657.Baldauf, A., Cravens, K. S., Diamantopoulos, A., & Zeugner-Roth, K. P. (2009). The impact of product-country image and marketing efforts on retailer-perceived brand equity: An empirical analysis. Journal of Retailing, 85(4), 437-452.Balmer, J. M., & Gray, E. R. (2003). Corporate brands: what are they? What of them? European Journal of Marketing, 973.Bansal, H. S., Mendelson, M. B., & Sharma, B. (2001). The impact of internal marketing activities on external marketing outcomes. Journal of Quality Management, 6(1), 61-76.Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: a review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268-287.Baron, R. M., & Kenny, D. A. (1986). The moderator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.Becagli, C., & Milanesi, M. (2021). Omnichannel retailing and brand equity: A new balance to achieve. In The Art of Digital Marketing for Fashion and Luxury Brands (pp. 31-49). Springer.Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective 6th. New York: McGraw-Hil l.Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The effectiveness of branded mobile phone apps. Journal of Interactive Marketing, 25(4), 191-200.Berry, Hensel, & Burke. (1976). Improving retailer capability for effective consumerism response. Journal of Retailing, 52(3), 3-14.Berry, & Parasuraman. (1991). Marketing Service: Competing through Quality. Marketing Service, New York: The Free Press.Bevan, N. (1995). Measuring usability as the quality of use. Software Quality Journal, 4(2), 115-130.Biedenbach, G., & Manzhynski, S. (2016). Internal branding and sustainability: investigating perceptions of employees. Journal of Product & Brand Management, 25(3), 296-306.Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image, and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.Blom, A., Lange, F., & Hess Jr, R. L. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, 39, 286-295.Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.Brodie, R. J., Glynn, M. S., & Little, V. (2006). The service brand and the service-dominant logic: missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), 363-379.Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.Bruhn, M., & Georgi, D. (2000). Information-based analysis of service quality gaps–managing service quality by internal marketing. Journal of Professional Services Marketing, 21(2), 105-124.Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation? Management Research Review, 35(9), 770-790.Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Cambridge.Burmann, C., Riley, N.-M., Halaszovich, T., & Schade, M. (2017). Identity-based brand management. Springer Gabler.Burt, & Carralero‐Encinas, J. (2000). The role of store image in retail internationalization. International Marketing Review, 17(4/5), 433-453.Burt, & Davies, K. (2010). From the retail brand to the retail‐er as a brand: themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865-878..Burt, & Sparks. (2002). Corporate branding, retailing, and retail internationalization. Corporate Reputation Review, 5(2), 194-212.Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.Chahal, H., & Rani, A. (2017). How trust moderates social media engagement and brand equity. Journal of Research in Interactive Marketing.Chebat, J.-C., Sirgy, M. J., & Grzeskowiak, S. (2010). How can shopping mall management best capture mall image? Journal of Business Research, 63(7), 735-740.Cheng, F.-F., Wu, C.-S., & Yen, D. C. (2009). The effect of online store atmosphere on consumer`s emotional responses–an experimental study of music and colour. Behaviour & Information Technology, 28(4), 323-334.Cheung, G. W., & Lau, R. S. (2008). Testing mediation and suppression effects of latent variables: Bootstrapping with structural equation models. Organizational Research Methods, 11(2), 296-325.Choi, Fowler, D., Goh, B., & Yuan, J. (2016). Social media marketing: applying the uses and gratifications theory in the hotel industry. Journal of Hospitality Marketing & Management, 25(7), 771-796.Choi, L., & Huddleston, P. (2014). The effect of retailer private brands on consumer-based retailer equity: comparison of named private brands and generic private brands. The International Review of Retail, Distribution, and Consumer Research, 24(1), 59-78.Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47-75.Cocco, H., & Demoulin, N. T. (2022). Designing a seamless shopping journey through omnichannel retailer integration. Journal of Business Research, 150, 461-475.Cui, X., Xie, Q., Zhu, J., Shareef, M. A., Goraya, M. A. S., & Akram, M. S. (2022). Understanding the omnichannel customer journey: The effect of online and offline channel interactivity on consumer value co-creation behavior. Journal of Retailing and Consumer Services, 65, 102869.Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130-138.Das, G. (2015). Impact of store attributes on consumer-based retailer equity: An exploratory study of department retail stores. Journal of Fashion Marketing and Management, 19(2), 188-204.Das, G., Datta, B., & Guin, K. K. (2012). Impact of retailer personality on consumer‐based retailer equity: An empirical study of retail brands. Asia Pacific Journal of Marketing and Logistics, 24(4), 619-639.Dawson, J. F. (2014). Moderation in management research: What, why, when, and how. Journal of Business and Psychology, 29(1), 1-19.De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands` values internally and externally. The Service Industries Journal, 26(8), 819-836.DeCarlo, T. E., Laczniak, R. N., Motley, C. M., & Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities. Journal of Marketing Theory and Practice, 15(1), 41-51.Delgado-Ballester, E., Hernandez-Espallardo, M., & Rodriguez-Orejuela, A. (2014). Store image influences in consumers’ perceptions of store brands: the moderating role of value consciousness. European Journal of Marketing, 48(9/10), 1850-1869.Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287-308.Eckhardt, G. M., Houston, M. B., Jiang, B., Lamberton, C., Rindfleisch, A., & Zervas, G. (2019). Marketing in the sharing economy. Journal of Marketing, 83(5), 5-27.Einwiller, S., & Will, M. (2002). Towards an integrated approach to corporate branding –An empirical study. Corporate Communications: An International Journal, 7(2), 100-109.El-Amir, A., & Burt, S. (2010). Towards modeling the retailer as a brand: A social construction of the grocery store from the customer standpoint. Journal of Brand Management, 17(6), 429-445.Erdem, T. (1998). An empirical analysis of umbrella branding. Journal of Marketing Research, 35(3), 339-351.Ferdous, A. S. (2008). Integrated internal marketing communication (IIMC). The Marketing Review, 8(3), 223-235.Ferdous, A. S., Polonsky, M., & Bednall, D. H. B. (2021). Internal communication and the development of customer-oriented behavior among frontline employees. European Journal of Marketing, 55(8), 2344-2366.Flavián, C., Gurrea, R., & Orús, C. (2016). Choice confidence in the webrooming purchase process: The impact of online positive reviews and the motivation to touch. Journal of Consumer Behaviour, 15(5), 459-476.Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.Forsyth, D. R. (2008). Self-serving bias. 429.Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.Gallino, S., & Moreno, A. (2014). Integration of online and offline channels in retail: The impact of sharing reliable inventory availability information. Management Science, 60(6), 1434-1451.Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.Gil-Saura, I., Ruiz-Molina, M. E., Michel, G., & Corraliza-Zapata, A. (2013). Retail brand equity: A model based on its dimensions and effects. The International Review of Retail, Distribution, and Consumer Research, 23(2), 111-136.Gill, M., Sridhar, S., & Grewal, R. (2017). Return on engagement initiatives: A study of a business-to-business mobile app. Journal of Marketing, 81(4), 45-66.Giovanis, A. N., & Athanasopoulou, P. (2018). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40, 287-294.Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.Grönroos, C. (1981). Internal marketing–an integral part of marketing theory. Marketing of Services, 236, 238.Grönroos, C. (1982). An applied service marketing theory. European Journal of Marketing, 16(7), 30-41.Grönroos, C. (1998). Marketing services: the case of a missing product. Journal of Business & Industrial Marketing, 13(4/5), 322-338.Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301.Greenberg, P. (2010). CRM at the speed of light: Social CRM strategies, tools, and techniques. McGraw-Hill New York.Grewal, D., Roggeveen, A. L., Sisodia, R., & Nordfält, J. (2017). Enhancing customer engagement through consciousness. Journal of Retailing, 93(1), 55-64.Gunelius, S. (2010). 30-minute social media marketing: Step-by-step techniques to spread the word about your business: Social media marketing in 30 minutes a day. McGraw Hill Professional.Hair, Black, Babin, & Anderson. (2010). Multivariate Data Analysis (7 ed.). Person.Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404.Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions. Journal of Consumer Marketing, 33(2), 135-144.Harmeling, C. M., Moffett, J. W., Arnold, M. J., & Carlson, B. D. (2017). Toward a theory of customer engagement marketing. Journal of the Academy of Marketing Science, 45(3), 312-335.Harrigan, P., Evers, U., Miles, M. P., & Daly, T. (2018). Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent. Journal of Business Research, 88, 388-396.Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.Hartman, K. B., & Spiro, R. L. (2005). Recapturing store image in customer-based store equity: a construct conceptualization. Journal of Business Research, 58(8), 1112-1120.Hartzel, K. S., Mahanes, C. J., Maurer, G. J., Sheldon, J., Trunick, C., & Wilson, S. J. (2011). Corporate posts and tweets: brand control in web 2.0. Journal of Information & Knowledge Management, 10(01), 51-58.Hasni, M. J. S., Salo, J., Naeem, H., & Abbasi, K. S. (2018). Impact of internal branding on customer-based brand equity with mediating effect of organizational loyalty: An empirical evidence from the retail sector. International Journal of Retail & Distribution Management, 46(11/12), 1056-1076..Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041-1064.Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408-420.Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. In: University of Kansas, KS.He, H., & Li, Y. (2010). Key service drivers for high-tech service brand equity: The mediating role of overall service quality and perceived value. Journal of Marketing Management, 27(1-2), 77-99.Heding, T., Knudtzen, C. F., & Bjerre, M. (2016). Brand management: Research, theory and practice. In (2nd ed.): London: Routledge.Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A., & Skiera, B. (2010). The impact of new media on customer relationships. Journal of Service Research, 13(3), 311-330.Herhausen, D., Binder, J., Schoegel, M., & Herrmann, A. (2015). Integrating bricks with clicks: retailer-level and channel-level outcomes of online–offline channel integration. Journal of Retailing, 91(2), 309-325.Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the Internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178-1204.Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555-573.Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269-293.Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Press.Homburg, C., Hoyer, W. D., & Fassnacht, M. (2002). Service orientation of a retailer`s business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86-101.Homburg, C., Wieseke, J., & Bornemann, T. (2009). Implementing the marketing concept at the employee-customer interface: the role of customer need knowledge. Journal of Marketing, 73(4), 64-81.Hox, J. J. (2010). Multilevel analysis: Techniques and applications. Routledge.Hsieh. (2018). A multilevel analysis of the service marketing triangle in theme parks. Journal of Travel & Tourism Marketing, 35(2), 130-147.Hsieh, Y. C., Roan, J., Pant, A., Hsieh, J. K., Chen, W. Y., Lee, M., & Chiu, H. C. (2012). All for one but does one strategy work for all? Building consumer loyalty in multi‐channel distribution. Managing Service Quality: An International Journal, 22(3), 310-335.Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.Huang, & Lee, P. P. (2012). The moderating effects of internal marketing and external marketing upon the relationship between interactive marketing and customer satisfaction: A multi-level model. Sun Yat-San Management Review, 20(2), 637-672.Huang, J., Baptista, J., & Galliers, R. D. (2013). Reconceptualizing rhetorical practices in organizations: The impact of social media on internal communications. Information & Management, 50(2-3), 112-124.Hwang, S., & Der-Jang, C. (2005). Relationships among internal marketing, employee job satisfaction, and international hotel performance: An empirical study. International Journal of Management, 22(2), 285.Ind, N. (1997). The corporate brand. In The corporate brand (pp. 1-13). Springer.Ind, N. (2007). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page Publishers.Interbrand. (2021). Best Global Brands 2021. https://interbrand.com/thinking/best-global-brands-2021-download/Ismail, A. R. (2017). The influence of perceived social media marketing activities on brand loyalty: The mediation effect of brand and value consciousness. Asia Pacific Journal of Marketing and Logistics, 29(1), 129-144.iThome. (2019.10.22). 全家科技二號店亮相! 自助結帳、5G、智販機登場. https://www.ithome.com.tw/news/133754Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: a service system perspective. Journal of Service Research, 17(3), 247-261.Jahanzeb, S., Fatima, T., & Butt, M. M. (2013). How service quality influences brand equity: The dual mediating role of perceived value and corporate credibility. International Journal of Bank Marketing, 31(2), 126-141.Jara, M., & Cliquet, G. (2012). Retail brand equity: conceptualization and measurement. Journal of Retailing and Consumer Services, 19(1), 140-149.JEFEC. (2022.5.23). 全通路是什麼？2022 最新全通路策略與案例介紹. https://www.jefec.com/%E5%85%A8%E9%80%9A%E8%B7%AF/Jinfeng, W., & Zhilong, T. (2009). The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets. Journal of Retailing and Consumer Services, 16(6), 486-494.Järvinen, J., & Taiminen, H. (2016). Harnessing marketing automation for B2B content marketing. Industrial Marketing Management, 54, 164-175.Kameshwari, A. V., & Nittala, R. (2013). Quantitative Modeling of Internal Marketing and Interactive Marketing. Journal of Supply Chain Management Systems, 2(2).Kang, J. Y. M. (2018). Showrooming, webrooming, and user-generated content creation in the omnichannel era. Journal of Internet Commerce, 17(2), 145-169.Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.Keller. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.Keller. (2001). Building customer-based brand equity: A blueprint for creating strong brands, 39.Keller. (2010). Brand equity management in a multichannel, multimedia retail environment. Journal of Interactive Marketing, 24(2), 58-70.Keller, & Aaker, D. A. (1998). The impact of corporate marketing on a company`s brand extensions. Corporate Reputation Review, 1(4), 356-378.Keller, Apéria, T., & Georgson, M. (2012). Strategic brand management: A European perspective. Harlow: Prentice Hall.Keller, & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.Keller, & Swaminathan, V. (2020). Strategic Brand Management, Building, Measuring, and Managing Brand Equity. In (5th ed.). Pearson.Keller, K. L. (2003). Understanding brands, branding, and brand equity. Interactive Marketing, 5, 7-20.Keller, S. B., Lynch, D. F., Ellinger, A. E., Ozment, J., & Calantone, R. (2006). The impact of internal marketing efforts in distribution service operations. Journal of Business Logistics, 27(1), 109-137.Kelloway, E. K. (2014). Using Mplus for structural equation modeling: A researcher`s guide. Sage Publications.Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.Knox, S., & Bickerton, D. (2003). The six conventions of corporate branding. European Journal of Marketing, 37(7/8), 998-1016.Ko, C., Ma, J., Bartnik, R., Haney, M. H., & Kang, M. (2018). Ethical leadership: An integrative review and future research agenda. Ethics & Behavior, 28(2), 104-132.Kohli, C., Suri, R., & Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1), 35-44.Kotler, Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: moving from traditional to digital. John Wiley & Sons.Kotler, P., Kartajaya, H., & Setiawan, I. (2010). From products to customers to the human spirit; marketing 3.0. John Wiley & Sons Inc, 2, 8.Kotler, P., & Keller, K. L. (2012). Marketing Management (Global edition, 14th ed.). Pearson Education.Kumar, Gupta, S., & Kishore, N. (2014). Measuring Retailer Store Image: A Scale Development Study. International Journal of Business & Economics, 13(1).Kumar, Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.Laaksonen, H., & Reynolds, J. (1994). Own brands in food retailing across Europe. Journal of Brand Management, 2(1), 37-46.Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing, 80(6), 146-172.Lau, R. S., & Cheung, G. W. (2012). Estimating and comparing specific mediation effects in complex latent variable models. Organizational Research Methods, 15(1), 3-16.Lee, Chan, T. K., Chong, A. Y.-L., & Thadani, D. R. (2019). Customer engagement through omnichannel retailing: The effects of channel integration quality. Industrial Marketing Management, 77, 90-101.Li, Larimo, J., & Leonidou, L. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51-70.Li, C., Guo, S., Cao, L., & Li, J. (2018). Digital enablement and its role in internal branding: A case study of HUANYI travel agency. Industrial Marketing Management, 72, 152-160.Li, Y., Liu, H., Lim, E. T., Goh, J. M., Yang, F., & Lee, M. K. (2018). Customer`s reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109, 50-60.Libai, B., Bolton, R., Bügel, M. S., De Ruyter, K., Götz, O., Risselada, H., & Stephen, A. T. (2010). Customer-to-customer interactions: broadening the scope of word-of-mouth research. Journal of Service Research, 13(3), 267-282.Lings, I. N. (2004). Internal market orientation: Construct and consequences. Journal of Business Research, 57(4), 405-413.Liu, Y. (2003). Developing a scale to measure the interactivity of websites. Journal of advertising research, 43(2), 207-216.Londoño, J. C., Elms, J., & Davies, K. (2016). Conceptualising and measuring consumer-based brand–retailer–channel equity. Journal of Retailing and Consumer Services, 29, 70-81.Müller, M. (2017). ‘Brand-centred control’: A study of internal branding and normative control. Organization Studies, 38(7), 895-915.MacKinnon, D. P. (2012). Introduction to Statistical Mediation Analysis. Routledge.MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence limits for the indirect effect: Distribution of the product and resampling methods. Multivariate Behavioral Research, 39(1), 99-128.Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of Marketing, 66(1), 38-54.McCarthy, E. J., & Perreault Jr, W. D. (1964). Basic Marketing, Richard D. Irwin, Homewood, IL, 181.McDonald, M. H., De Chernatony, L., & Harris, F. (2001). Corporate marketing and service brands‐Moving beyond the fast‐moving consumer goods model. European Journal of Marketing, 35(3/4), 335-352.Moliner-Velázquez, B., Fuentes-Blasco, M., Servera-Francés, D., & Gil-Saura, I. (2019). From retail innovation and image to loyalty: moderating effects of product type. Service Business, 13(1), 199-224.Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122-142.Muniz, A. M., & O`guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.Musso, F. (2010). Innovation in marketing channels: Relationships, technology, channel structure. Symphonya: Emerging Issues in Management(1), 23-42.Muthén, B., & Muthén, L. (2017). Mplus. In Handbook of item response theory (pp. 507-518). Chapman and Hall/CRC.Napolitano, M. (2013). Omni-channel distribution: moving at the speed of" now". Logistics Management (Highlands Ranch, Colo.: 2002), 52(6).Neslin, S. A. (2022). The omnichannel continuum: Integrating online and offline channels along the customer journey. Journal of Retailing, 98(1), 111-132.Neslin, S. A., & Shankar, V. (2009). Key issues in multichannel customer management: current knowledge and future directions. Journal of Interactive Marketing, 23(1), 70-81.O’Guinn, T. C., Muniz Jr, A. M., & Paulson, E. (2018). A Sociological Critique and Reformulation of Brands. In The Oxford Handbook of Consumption.Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106-114.Pappu, R., & Quester, P. (2006a). A consumer-based method for retailer equity measurement: Results of an empirical study. Journal of Retailing and Consumer Services, 13(5), 317-329.Pappu, R., & Quester, P. (2006b). Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands. Journal of Product & Brand Management, 15(1), 4-14.Pelletier, M. J., Krallman, A., Adams, F. G., & Hancock, T. (2020). One size doesn’t fit all: a uses and gratifications analysis of social media platforms. Journal of Research in Interactive Marketing, 14(2), 269-284.Perren, R., & Kozinets, R. V. (2018). Lateral exchange markets: How social platforms operate in a networked economy. Journal of Marketing, 82(1), 20-36.Pinar, M., Girard, T., Trapp, P., & Eser, Z. (2016). Services branding triangle: Examining the triadic service brand promises for creating a strong brand in the banking industry. International Journal of Bank Marketing, 34(4), 529-549.Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4), 5-16.Poon, P., Albaum, G., & Yin, C.-Y. (2017). Exploring risks, advantages, and interpersonal trust in buyer-salesperson relationships in direct selling in a non-western country. International Journal of Retail & Distribution Management, 45(3), 328-342.Pulizzi, J., & Barrett, N. (2009). Get content get customers-Turn Prospects into buyers with content marketing. Saxena NSB Management Review, 2(2), 98-100.Rachinger, M., Rauter, R., Müller, C., Vorraber, W., & Schirgi, E. (2019). Digitalization and its influence on business model innovation. Journal of Manufacturing Technology Management, 30(8), 1143-1160.Rafiee, V. B., & Sarabdeen, J. (2013). Social media marketing: the unavoidable marketing management tool, 933.Rafiq, M., & Ahmed, P. K. (2000). Advances in the internal marketing concept: definition, synthesis, and extension. Journal of Services Marketing. 14(6), 449-462.Rajavi, K., Kushwaha, T., & Steenkamp, J.-B. E. (2019). In brands we trust? A multicategory, multi-country investigation of the sensitivity of consumers’ trust in brands to marketing-mix activities. Journal of Consumer Research, 46(4), 651-670.Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., & Beitelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358-369.Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350-366.Romaniuk, J. (2013). Modeling mental market share. Journal of Business Research, 66(2), 188-195.Samu, S., Lyndem, P. K., & Litz, R. A. (2012). Impact of brand‐building activities and retailer‐based brand equity on retailer brand communities. European Journal of Marketing, 46(11/12), 1581-1601.Sara, & Leila. (2015). Investigating the Impact of Internal Marketing on Customer Orientation (Case Study: Insurance Industry of Abadan City). European Online Journal of Natural and Social Science, 4(3), 546-552.Sashi, C. M. (2012). Customer engagement, buyer‐seller relationships, and social media. Management decision, 50(2), 253-272.Savastano, M., Bellini, F., D’Ascenzo, F., & De Marco, M. (2019). Technology adoption for the integration of online–offline purchasing: Omnichannel strategies in the retail environment. International Journal of Retail & Distribution Management, 47(5), 474-492.Schutte, T. F. (1969). The semantics of branding. Journal of Marketing, 33(2), 5-11.Scott Morton, F., & Zettelmeyer, F. (2004). The strategic positioning of store brands in retailer–manufacturer negotiations. Review of Industrial Organization, 24(2), 161-194.Shah, A. (2014). Internal marketing`s effects on employee satisfaction, productivity, product quality, consumer satisfaction, and firm performance. American Journal of Management, 14(4), 33.Shen, X.-L., Li, Y.-J., Sun, Y., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, 109, 61-73.Shepperd, J., Malone, W., & Sweeny, K. (2008). Exploring causes of the self‐serving bias. Social and Personality Psychology Compass, 2(2), 895-908.Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, 325-336.Simone, A., & Sabbadin, E. (2018). The new paradigm of the omnichannel retailing: key drivers, new challenges and potential outcomes resulting from the adoption of an omnichannel approach. International Journal of Business and Management, 13(1), 85-109.Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, 13, 290-312.Sobel, M. E. (1986). Some new results on indirect effects and their standard errors in covariance structure models. Sociological Methodology, 16, 159-186.Sousa, R., & Voss, C. A. (2006). Service quality in multichannel services employing virtual channels. Journal of Service Research, 8(4), 356-371.Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.Stahl, F., Heitmann, M., Lehmann, D. R., & Neslin, S. A. (2012). The impact of brand equity on customer acquisition, retention, and profit margin. Journal of Marketing, 76(4), 44-63.Stocchi, L., Ludwichowska, G., Fuller, R., & Gregoric, A. (2021). Customer-based brand equity for branded apps: A simple research framework. Journal of Marketing Communications, 27(5), 534-563.Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2021). Marketing research on Mobile apps: Past, present and future. Journal of the Academy of Marketing Science, 1-31.Sultan, F., & Rohm, A. (2005). The coming era of" brand in the hand" marketing. MIT Sloan Management Review, 47(1), 83.Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E., O’Guinn, T. C. G., & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), 24-46.Swani, K., Milne, G. R., Brown, B. P., Assaf, A. G., & Donthu, N. (2017). What messages to post? Evaluating the popularity of social media communications in business versus consumer markets. Industrial Marketing Management, 62, 77-87.Swoboda, B., Berg, B., & Schramm-Klein, H. (2013). Reciprocal effects of the corporate reputation and store equity of retailers. Journal of Retailing, 89(4), 447-459.Swoboda, B., Berg, B., Schramm-Klein, H., & Foscht, T. (2013). The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Consumer Services, 20(3), 251-262.Swoboda, B., Haelsig, F., Morschett, D., & Schramm‐Klein, H. (2007). An intersector analysis of the relevance of service in building a strong retail brand. Managing Service Quality: An International Journal. 17(4), 428-448.Swoboda, B., Haelsig, F., Schramm‐Klein, H., & Morschett, D. (2009). Moderating role of involvement in building a retail brand. International Journal of Retail & Distribution Management, 37(11), 952-974.Swoboda, B., Weindel, J., & Hälsig, F. (2016). Predictors and effects of retail brand equity–A cross-sectoral analysis. Journal of Retailing and Consumer Services, 31, 265-276.Tatar, Ş. B., & Eren-Erdoğmuş, İ. (2016). The effect of social media marketing on brand trust and brand loyalty for hotels. Information Technology & Tourism, 16(3), 249-263.TheNewsLens. (2021.11.12). 2021台灣綜合零售&電商產業趨勢地圖，誰是第一大通路？. https://www.thenewslens.com/article/158803Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91.Thorbjørnsen, H., Supphellen, M., Nysveen, H., & Egil, P. (2002). Building brand relationships online: A comparison of two interactive applications. Journal of Interactive Marketing, 16(3), 17-34.Townsend, W. R. (2010). Innovation and the value of failure. International Journal of Management and Marketing Research, 3(1), 75-84.Trainor, K. J., Andzulis, J. M., Rapp, A., & Agnihotri, R. (2014). Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM. Journal of Business Research, 67(6), 1201-1208.Tran, T. P., Mai, E. S., & Taylor, E. C. (2021). Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective. Journal of Business Research, 125, 239-251.Troiville, J., Hair, J. F., & Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50, 73-84.Tsai, Y., & Tang, T.-W. (2008). How to improve service quality: Internal marketing as a determining factor. Total Quality Management, 19(11), 1117-1126.Tsimonis, G., & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning.Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.Tyrväinen, O., & Karjaluoto, H. (2019). Omnichannel experience: Towards successful channel integration in retail. Journal of Customer Behaviour, 18(1), 17-34.Völckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34.Vallaster, C. (2004). Internal brand building in multicultural organisations: a roadmap towards action research. Qualitative Market Research: An International Journal, 7(2), 100-113.Van Noort, G., & Van Reijmersdal, E. A. (2019). Branded apps: Explaining effects of brands` mobile phone applications on brand responses. Journal of Interactive Marketing, 45, 16-26.Van Noort, G., & Willemsen, L. M. (2012). Online damage control: The effects of proactive versus reactive webcare interventions in consumer-generated and brand-generated platforms. Journal of Interactive Marketing, 26(3), 131-140.Vaseer, A., & Shahzad, K. (2016). Internal Marketing, Job Satisfaction, and Service Quality: A Study of Higher Education Institutions of Pakistan. Dialogue (Pakistan), 11(4).Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Dong, J. Q., Fabian, N., & Haenlein, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889-901.Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.Verhoef, P. C., Langerak, F., & Donkers, B. (2007). Understanding brand and dealer retention in the new car market: The moderating role of brand tier. Journal of Retailing, 83(1), 97-113.Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41.Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the research-shopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148.Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing, 80(4), 249-263.Wang. (2021). New frontiers and future directions in interactive marketing: inaugural Editorial. Journal of Research in Interactive Marketing. 15(1), 1-9.Wang, Kim, S., & Malthouse, E. C. (2016). Branded apps and mobile platforms as new tools for advertising. The new advertising: Branding, content, and consumer relationships in the data-driven social media era, 2, 123-156.Westerman, G., Bonnet, D., & McAfee, A. (2014). Leading digital: Turning technology into business transformation. Harvard Business Press.Westerman, G., Tannou, M., Bonnet, D., Ferraris, P., & McAfee, A. (2012). The Digital Advantage: How digital leaders outperform their peers in every industry. MIT Sloan Management and Capgemini Consulting, MA, 2, 2-23.Wu, J., Chen, J., & Dou, W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75.Yadav, & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294-1307.Yadav, M. S., De Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: a contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311-323.Yang, H.-L., & Lin, R.-X. (2017). Determinants of the intention to continue use of SoLoMo services: Consumption values and the moderating effects of overloads. Computers in Human Behavior, 73, 583-595.Yoo, & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1-14.Yoo, Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195-211.Yoo, Y., Henfridsson, O., & Lyytinen, K. (2010). Research commentary—the new organizing logic of digital innovation: an agenda for information systems research. Information Systems Research, 21(4), 724-735.Zahoor, S. Z., & Qureshi, I. H. (2017). Social Media Marketing and Brand Equity: A Literature Review. IUP Journal of Marketing Management, 16(1).Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2010). Services marketing strategy. Wiley International Encyclopedia of Marketing.Zentes, J., Morschett, D., & Schramm-Klein, H. (2017). Strategic Retail Management (3rd ed.). Springer.Zhang, M., He, X., Qin, F., Fu, W., & He, Z. (2019). Service quality measurement for omni-channel retail: scale development and validation. Total Quality Management & Business Excellence, 30(sup1), S210-S226.Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic commerce research and applications, 28, 181-193. zh_TW
