The Impact of Marketing Channels on Customer Perceived Brand Values in Omnichannel Retailing: Moderating Role of Cultural Differences
Recently, the notion of omnichannel retailing and marketing attracted widespread interest in academia, complemented by miscellaneous efforts of retailers to establish omnichannel brand communication. Following these attempts, global retailers face the risks related to brand communication failure and misrepresentation of brand values. However, the research is still limited in terms of differences i