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Keywords: Multichannel retailers
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2022) 26 (1): 159–178.
Published: 31 March 2021
... their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality. Originality/value This study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing...
