... on fashion marketing by analysing the rapidly growing phenomena of WB in a multichannel context of the fashion industry. Affective commitment Consumer empowerment Product involvement Attitude Webrooming behaviour Webrooming behaviour (WB) is quickly becoming mainstream in today's shopping...

..., 1990 ; Dwivedi et al., 2010). Product involvement Perceived fit Fuzzy-set QCA Luxury brand extension Luxury brand values Parent brand image Brand extension is “the use of an established brand name to enter a new product category” (Aaker and Keller, 1990 , p. 27...