The influence and interaction of online store brand and product brand on pre-purchase and post-purchase consumer behaviour

Abstract

Consumers often use product brand name and store brand name as proxies of quality while making purchase decisions. In an online shopping context, the inability of consumers to physically examine the products increases the associated risk perceptions, making the influence of brand name and brand image relatively more important. However, it is not clear, how or to what extent product brand and online store brand images and associated values interact with each other to influence consumers’ online purchase decisions. A strong and favourable product brand can positively bias consumers’ impression of product attributes. Online store brand may also have a similar effect of biasing consumers’ perceptions of product attributes. Given the potential of product brand and online store brand to influence consumers’ purchase decisions, it is worth exploring the direct and interaction effects of online store brand and product brand on consumer buying behaviour. The present study, through a series of experiments, explores (i) the impact of product brand image and online store brand image on consumers’ online buying behaviour (ii) the influence of consumers’ perceived value of online store brand and product brand on buying process, (iii) The interaction of cognitive and affective involvement with consumers’ perceived value at product and online store level (iv) Post-purchase performance (expectation – disconfirmation) of product brands and the attribution of resultant expectancy-disconfirmation to online store brand and / or product brand under different buying contexts. Results of the study has provided evidence for the interaction between product brand image and store brand image to influence consumers’ buying decision. The results have proved the effect of consumers’ perceived value at online store brand level (emotional and informational value) and at product brand level (hedonic and utilitarian value). The interaction effect of cognitive and affective involvement under different buying situations to alter the purchase decision is also revealed. Implications from the findings on consumers’ attribution pattern of post-purchase expectation-disconfirmation and overall practical implications are discussed.