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Omnichannel marketing: Are cross-channel effects symmetric? · Study

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ArticleOmnichannel marketing: Are cross-channel effects symmetric?

Venkatesh Shankar2020

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Articlegreen2020

Omnichannel marketing: Are cross-channel effects symmetric?

Venkatesh Shankar · Tarun Kushwaha

70 citations·0/0 files stored·International Journal of Research in Marketing

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Consumer Market Behavior and Pricing Supply Chain and Inventory Management Consumer Retail Behavior Studies

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References

1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1986Organizational Information Requirements, Media Richness and Structural Design 1970Information and Consumer Behavior 1961The Economics of Information 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1957Nebraska Symposium on Motivation: 1955 1974Advertising as Information 2015From Multi-Channel Retailing to Omni-Channel Retailing

Cited by

2021Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions 2022Omnichannel Business 2022Digitalization in B2B marketing: omnichannel management from a PLS-SEM approach 2022Omnichannel marketing: structured review, synthesis, and future directions 2021The strategic drivers of drop-shipping and retail store sales for seasonal products 2022

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2018Multichannel Retailing: A Review and Research Agendaarticle · 15 shared references 2022Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysisreview · 15 shared references 2021Omni-channel retailing in supply chains: a systematic literature reviewreview · 14 shared references 2020Behavioral changes of multichannel customers: Their persistence and influencing factorsarticle · 13 shared references 2022The omnichannel continuum: Integrating online and offline channels along the customer journeyarticle · 12 shared references 2016RECASTING THE CUSTOMER EXPERIENCE IN TODAY’S OMNI-CHANNEL ENVIRONMENTarticle · 12 shared references

Details

Year2020

Typearticle

Published2020-09-07

VenueInternational Journal of Research in Marketing

ISSN-L0167-8116

Languageen

Citations70

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.1016/j.ijresmar.2020.09.001

openalex_workW3083532809

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Influence of pull marketing actions on marketing action effectiveness of multichannel firms: A meta-analysis

2022B2B online sales pushes: Whether, when, and why they enhance sales performance

2023Proximity-store introductions: A new route to big-box retailer success?