Klink, Angelina; Swoboda, Be nha d
A icle — Published Ve sion
Roles o T adi ional, Online‐Speci ic, and C oss‐Channel
Ma ke ing Ins umen s in Mul i‐ and Omnichannel Fashion
Re ail B and Equi y
Jou nal o Consume Beha iou
P o ided in Coope a ion wi h:
John Wiley & Sons
Sugges ed Ci a ion: Klink, Angelina; Swoboda, Be nha d (2025) : Roles o T adi ional, Online‐Speci ic,
and C oss‐Channel Ma ke ing Ins umen s in Mul i‐ and Omnichannel Fashion Re ail B and Equi y,
Jou nal o Consume Beha iou , ISSN 1479-1838, Wiley, Hoboken, NJ, Vol. 24, Iss. 2, pp. 1017-1035,
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Jou nal o Consume Beha iou , 2025; 24:1017–1035
h ps://doi.o g/10.1002/cb.2453
1017
Jou nal o Consume Beha iou
RESEARCH ARTICLE
Roles o T adi ional, Online- Speci ic, and C oss- Channel
Ma ke ing Ins umen s in Mul i- and Omnichannel
Fashion Re ail B and Equi y
AngelinaKlink | Be nha dSwoboda
Chai o Ma ke ing and Re ailing, Uni e si y o T ie , T ie , Ge many
Co espondence: Be nha d Swoboda (b.swoboda@uni- ie .de)
Recei ed: 7 May 2024 | Re ised: 18 No embe 2024 | Accep ed: 19 Decembe 2024
Keywo ds: ca ego iza ion heo y| longi udinal modeling| o line and online e ail b and equi y| ecip oci y
ABSTRACT
Mul i- and omnichannel e aile s use a ious ma ke ing ins umen s o posi ion hemsel es as s ong b ands. Howe e , we know
su p isingly li le abou how s ongly e ail b and equi y (RBE) bene i s om he adi ional, online- speci ic, o c oss- channel
ins umen s ha consume s pe cei e when swi ching channels. This s udy ills his gap by le e aging ca ego iza ion heo y. I
con ibu es o he li e a u e by analyzing he oles o impo an ma ke ing ins umen s o consume loyal y decisions h ough
o line and online RBE ia a sample o 379 consume s su eyed a h ee di e en poin s in ime as well as sequen ial media ion
and c oss- lagged s uc u al equa ion modeling. The indings highligh he dis inc impo ance o he indi ec and o al e ec s
o he ins umen s o loyal y h ough o line and online RBE. Fu he mo e, o line and online RBE ecip ocally a ec loyal y
decisions o di e en ex en s, p o iding addi ional insigh s in o he oles o he ins umen s. These indings ha e di ec impli-
ca ions o manage s seeking o unde s and he ole o ma ke ing ins umen s and he in e ac i e ole o o line and online RBE
in cus ome loyal y.
1 | In oduc ion
Mul ichannel i ms in eg a ing o line and online channels and
omnichannel i ms o e ing a seamless expe ience ac oss ouch-
poin s use a ious ma ke ing ins umen s (MIs) o inc ease
hei posi ioning as s ong b ands (e.g., Ve hoe , Kannan, and
Inman2015; Wichmann e al.2022). Re ail b and equi y (RBE),
ha is, consume associa ions o a e ail i m as a unique, a -
ac i e, and s ong b and, is a majo sou ce o compe i i e ad-
an age (Kelle 2010; Zhang, Vo hies, and Zhou2023). Mul i- o
omnichannel i ms such as H&M(2024) o Adidas(2024) aim
o simila o line and online b and posi ions bu emphasize
he i al oles o hei physical s o es. In con as , Vic o ia's
Sec e (2024) and Za a(2022) di e en ia e o line and online
b and en i onmen s, o example, by s i ing o an enjoymen -
based b and posi ion o line and an anywhe e- any ime b and
posi ion online. In all cases, i ms should know whe he MIs
ha e di e en alues o o line and online RBE. We hus ana-
lyze impo an MIs. T adi ional MIs such as asso men o p ice
a e ecognized by shoppe s ac oss o line and online sales chan-
nels and a e said o be losing hei impo ance (e.g., Timoumi,
Gangwa , and Man ala2022; Wichmann e al.2022). Online-
speci ic MIs may be accessed di e en ly bu a e channel-
speci ic, as websi e ease o na iga ion o secu i y is pe cei ed
online (e.g., Khan and Rahman2016; Tou aily and Pons2017).
C oss- channel MIs include channel in eg a ion and consis-
ency, linking e aile s' channels, and p o iding expe ience
o consume s ac oss channels (e.g., Gao and Huang2021; Lee
e al.2019). We belie e ha MIs a ec consume loyal y di e -
en ly h ough o line and online RBE and ha he wo ypes o
RBE in e ac , which may change he ole o MIs.
S udies ha e mos ly analyzed adi ional MIs, ollowed by
online- speci ic and c oss- channel MIs, as d i e s o RBE (e.g.,
© 2025 John Wiley & Sons L d.
1018 Jou nal o Consume Beha iou , 2025
Al- Hawa i2011; Baek e al.2020; F asque and Miquel2017; see
Table1 and, o de ails, Suppo ing In o ma ion: Appendix A).1
These au ho s seldom combine ypes o MIs o add ess mul i- and
omnichannel e ailing. The e ec s o bo h adi ional and online-
speci ic MIs on RBE ha e been s udied only by Ray e al.(2021)
and Whi e, Joseph- Ma hews, and Voo hees (2013), who pa ly
show he con adic o y s eng hs o e ec s, o example, o online
( s. o line) se ices. Few schola s ha e linked c oss- channel MIs
a he gene ally wi h b ands (e.g., Li e al.2018; Lee e al.2019),
while e ec s h ough o line and online RBE ha e no ye been
s udied. Se e al s udies ha e analyzed o line e sus online e ail
b ands. Fo example, Allaway e al.(2011) conside he impac s
o asso men o p ice, and Khan and Rahman (2016) explo e
hose o websi e design, usage, and na iga ion. Only Kwon and
Lennon(2009a) simul aneously examine he e ec s o adi ional
and online- speci ic MIs on pu chase in en ion h ough e aile s'
o line and online b and image. Howe e , online- speci ic MIs
nega i ely a ec consume s' o line b and a i udes. The ela i e
impo ance o adi ional, online- speci ic, and c oss- channel MIs
o RBE, pa icula ly o line and online RBE, which likely in e ac
ecip ocally, has no ye been s udied.
We obse e impo an esea ch gaps and con adic o y insigh s
in he li e a u e and add ess hem by answe ing he ollowing
esea ch ques ions: How do adi ional, online- speci ic, and
c oss- channel MIs in luence o line and online RBE? Which
ype o MI is mos impo an o consume loyal y? A e he e
ecip ocal ela ionships be ween o line and online RBE, and i
so, how do hese ela ionships in luence he e ec s o MIs? We
o e wo impo an esea ch con ibu ions.
We con ibu e o ou knowledge by analyzing he impac s o MIs
on consume loyal y h ough o line and online RBE as well as
hei o al e ec s ( he sum o all di ec and indi ec e ec s) and
hus ela i e impo ance o loyal y. We u ilize hese MIs o se -
e al easons; hey a e independen ly pe cei ed by consume s and
designed by e aile s and a e impo an o engaging consume s
and s eng hening RBE (Bendoly e al.2005; Timoumi, Gangwa ,
and Man ala2022). Impo an ly, schola s ques ion he ole o a-
di ional MIs in mode n e ail, whe eas o he s call o u he ex-
amina ion (e.g., Blu , Telle , and Floh2018; Wichmann e al.2022).
We a gue ha knowledge o he oles o MIs in o line and online
RBE is essen ial, as he espec i e i m en i onmen s, compe i o s,
and shoppe associa ions di e in he wo con ex s (Swamina han
e al.2020; T oi ille, Hai , and Clique 2019). Mo eo e , whe eas
s udies e e o di e en heo ies, we con ibu e o he applica ion
o ca ego iza ion heo y in ou con ex . Indeed, indi iduals a e
known o simpli y in o ma ion p ocessing because he e is much
salien in o ma ion in demanding mul i- and omnichannel con-
ex s. Indi iduals ma ch in o ma ion o hei subca ego y knowl-
edge, such as RBE, and d aw in e ences ha p omo e decisions
(e.g., Alba and Hu chinson1987). Fo i ms, we show which MIs
mos s ongly in luence loyal y decisions and iden i y o line o
online pa hs (also con as ed wi h o e all RBE in s abili y checks).
The espec i e consume insigh s a e aluable, as e en mos omni-
channel e aile s ha e no ye comple ely in eg a ed all sales chan-
nels o ouchpoin s.
We u he con ibu e o ou knowledge by analyzing he e-
cip ocal e ec s o online and o line RBE on consume loyal y.
Thus, we explo e he eedback ela ionships be ween hese con-
s uc s, as one associa ion likely a ec s he o he , and ice e sa
(Kelle 2010). Swoboda and Win e s(2021) s ess impo an di -
e ences be ween ecip ocally and indi idually analyze i ms'
o line and online images, such as unde es ima ed e ec s. Ou
s udy o bo h RBEs p o ides u he insigh s in o he pa hs o
MIs. Indeed, schola s ha e called o s udies o e eal all ela-
ionships (e.g., Iglesias, Ma ko ic, and Rialp 2019; Kwon and
Lennon2009a; Swoboda and Win e s2021). When making de-
cisions, consume s ecip ocally ans e knowledge and d aw
in e ences be ween he espec i e subca ego ies in bo h di ec-
ions o di e en deg ees (e.g., Fiske e al.1987). Fo mul i- and
TABLE 1 | Li e a u e e iew.
Ma ke ing Ins umen s
T adi ional Online- speci ic C oss- channel
O e all e ail
b and
Baek e al.(2020); B uhn, Schoenmuelle ,
and Scha e (2012); Çi ci e al. (2016);
Da a, Ailawadi, and Van Hee de(2017);
Huang and Sa igöllü (2012); Iglesias,
Ma ko ic, and Rialp(2019); Oma
e al. (2021); Raja i, Kushwaha, and
S eenkamp(2019); Swoboda, Weindel,
and Hälsig(2016); Zollo e al. (2020)
Al- Hawa i(2011) F asque and Miquel(2017)b;
Gao and Huang(2021)a; Lee
e al.(2019)a; Li e al.(2018)a;
Sch amm- Klein e al.(2011)b
Ray e al.(2021); Whi e, Joseph- Ma hews, and Voo hees(2013)b—
O line and/
o online e ail
b and
Allaway e al.(2011); Be is ain
and Zo illa (2011); Das(2015),
Gil- Sau a e al.(2013)
Khan and Rahman(2016);
Khan e al. (2020); Lin
and Lee (2012); Tou aily
and Pons(2017)b
—
Kwon and Lennon(2009a)b—
No e: I alic = s udies on RBE ( u he ones on b and us , image/a i udes, engagemen e c.).
aOmnichannel s udies.
bMul ichannel s udies.
1019
omnichannel e aile s, especially hose s i ing o di e en o -
line and online b and posi ioning, he espec i e insigh s a e
aluable because hey e eal possible syne gies and enhanced
conclusions ega ding MIs.
In summa y, his s udy analyzes he e ec s o adi ional, online-
speci ic, and c oss- channel MIs on consume loyal y h ough o -
line and online RBE as well as in e ac ions be ween o line and
online RBE. The emainde o his s udy p oceeds as ollows. By
d awing om heo y, he au ho s de elop hypo heses and es
hem based on consume e alua ions o leading ashion i ms
in wo s udies. A e he esul s a e p esen ed, implica ions and
di ec ions o u u e esea ch and p ac ice a e p o ided.
2 | Theo y and Hypo heses
2.1 | Concep ual F amewo k
To add ess ou aims, we concep ualize h ee ypes o MIs ac-
ing consume s shopping a mul i- and omnichannel e aile s as
salien in o ma ion a ibu es (see Figu e1). We choose hese
MIs o he abo emen ioned easons and because hey a e
mos ly o en s udied, albei mos ly sepa a ely, and hey a e mos
impo an o consume s shopping in majo sales channels a
mul i- and omnichannel e aile s (e.g., Hänninen, Kwan, and
Mi onen2021; Timoumi, Gangwa , and Man ala2022). Each
MI, including se e al elemen s, o example, p ice o asso men
o adi ional MIs, is concep ualized, selec ed in a sys ema ic
p ocess on he basis o a e iew o he b and- ela ed li e a u e
(see Suppo ing In o ma ion: Appendix A) me hodologically on
a second- o de basis, and g ouped wi hou o e lap whene e
possible. We selec he mos o en s udied elemen s.
Fi s , adi ional MIs e lec he con en ional, mos o en s ud-
ied, and impo an elemen s (asso men , p ice, layou , and
communica ion) ha mul i- and omnichannel e aile s p o ide
in online and o line sales channels (Blu , Telle , and Floh2018;
Da a, Ailawadi, and Van Hee de2017; Swoboda, Weindel, and
Hälsig 2016). Fo example, consume pe cep ions o asso -
men (e.g., quali y o all a icles o e ed) and p ice (e.g., alue
o money) a e o majo impo ance o i m di e en ia ion
and consume a ac ion and ye a e said o lose ele ance o
mul i- and omnichannel b and posi ioning (e.g., Em ich, Paul,
and Rudolph2015; T oi ille, Hai , and Clique 2019; Wichmann
e al.2022). Asso men , p ice, layou , and communica ion exe
indi idual e ec s bu a e concep ually in eg a ed in his s udy
(e.g., Swoboda, Weindel, and Hälsig2016).
Second, ou o many online op ions ha consume s ha e a
mul i- and omnichannel e aile s, we ocus on websi e elemen s
( ollowing Kwon and Lennon 2009a, 2009b; Mon oya- Weiss,
Voss, and G ewal2003). To a oid o e laps, we e e o hese as
online- speci ic MIs, e en i hey a e accessible in physical s o es
as well. The au ho s di e en ia e unc ional elemen s such as
he aes he ics/a chi ec u e o a websi e and ease o na iga ion
(B essolles, Du ieu, and Deans2015; Tou aily and Pons2017)
and ela ional elemen s such as speci ic se ices/con en and se-
cu i y/p i acy (Al- Hawa i2011; Tou aily and Pons2017). These
elemen s o m he i s le el o an online shopping expe ience
and hus a e pa icula ly designed o compe e in online ma ke s
(Bol on e al.2022; Khan and Rahman2016), whe e hei impo -
ance o consume loyal y is shown (Tou aily and Pons2017),
bu no o o line and online RBE (e.g., B essolles, Du ieu, and
Deans2015).
Thi d, we concep ualize c oss- channel MIs ha ep esen he
deg ee o channel in eg a ion and con ey bo h e aile sales
channel syne gies and consume channel swi ches (e.g., in e ac-
i e ac i i ies ac oss o line and online sales channels; F asque
and Miquel2017; Gao and Huang2021; Li e al.2018). These
a e essen ial o he consume shopping expe ience, and i ms
such as Za a pu sue success h ough hei espec i e in eg a-
ion (Shen e al.2018; Za a2022). We hus in eg a e pe cei ed
online–o line and o line–online in eg a ion wi h channel con-
sis ency (e.g., Lee e al.2019) because i is essen ial o mul i-
and omnichannel s a egies (e.g., Timoumi, Gangwa , and
Man ala2022).
RBE is de ined as b and awa eness and s ong, unique, and a-
o able b and associa ions in consume memo y (Kelle 1993,
2010; Zhang, Vo hies, and Zhou2023). We ollow his heo e -
ical and holis ic app oach, which is mos o en used and ci ed
in b and esea ch (Rojas- Lamo ena, Del Ba io- Ga cía, and
Alcán a a- Pila 2022), u he de elop i o e aile s, and con-
cep ually dis inguish o line and online RBE o se e al ea-
sons. Fi s , he ways in which b ands beha e online and o line
di e (Kelle 2010, 2016). The e o e, i is impo an o mul i-
and omnichannel i ms o di e en ia e hemsel es wi h bo h
RBEs om compe ing b ands ha a e ac i e in bo h con ex s
and o e alua e he wo mo e han o e all RBE (e.g., Ve hoe ,
Kannan, and Inman 2015; Wichmann e al. 2022). Second,
FIGURE 1 | Concep ual amewo k.
1020 Jou nal o Consume Beha iou , 2025
schola s a gue ha o line and online s o es a e oo di e en o
be me ged in o an o e all RBE concep ualiza ion wi hou com-
p omising alidi y (Swamina han e al. 2020; T oi ille, Hai ,
and Clique 2019). Thi d, e aile s need o conside o line and
online con ex s simul aneously, as he majo e ec s o an on-
line b and s a egy a e con ingen on o line ac i i ies, and ice
e sa (Zhang, Vo hies, and Zhou2023). Fou h, cus ome s can
pe cei e RBE channel- speci ically h ough a ailable in o ma-
ion (Kelle 2016), e e o amilia o line o online knowledge
o d aw in e ences, and p ocess in o ma ion mo e e icien ly o
decision- making (Epi opaki and Ma in2005; Goods ein1993).
Di e en ia ion allows us o unde s and how cus ome beha -
io o e laps (Kelle 2020). Fi h, as men ioned, leading e ail-
e s di e en ia e o line and online b and en i onmen s and
posi ioning.
Consume loyal y is concep ualized as a willingness o ec-
ommend and pa onize e ail i ms (Oli e 1999; Si ohi,
McLaughlin, and Wi ink 1998; Swoboda and Win e s 2021).
Cona i e loyal y is a speci ic ocus because i ep esen s a deep
long- e m commi men o a e ail b and, e okes a sense o a -
achmen , and is mo e eadily measu ed han a e objec i e
shopping da a (e.g., Gao and Huang2021). Repu chase in en ion
is al e na i ely es ed o s abili y easons.
2.2 | Theo y
The li e a u e in Table 1 adop s di e en heo ies; signal-
ing heo y assumes s imulus e ec s on RBE (e.g., Raja i,
Kushwaha, and S eenkamp2019), and social exchange heo y
(e.g., Lee e al.2019) and shopping goal heo y (e.g., Swoboda,
Weindel, and Hälsig2016) a e also conside ed. Howe e , eci-
p oci y is ha dly explained ( o u he de ails, see Suppo ing
In o ma ion: Appendix A). We con ibu e o he ield by ap-
plying ca ego iza ion heo y, which cap u es he complexi y o
consume cogni ion in mul i- and omnichannel se ings e y
well. This heo y accoun s o cogni i e s uc u es in consume
decisions and sugges s ha indi iduals a e mo e likely o use a
ca ego ical mode o hinking by ca ego izing in o ma ion and
exis ing associa ions i he in o ma ion en i onmen is demand-
ing (such as in mul i- and omnichannel shopping; e.g., Epi opaki
and Ma in2005; Timoumi, Gangwa , and Man ala2022). This
heo y i s ou s udy design and p o ides a igo ous explana ion
o ecip ocal associa ions.
Acco dingly, people hie a chically s uc u e knowledge in hei
memo y o e icien in o ma ion p ocessing (Fiske e al.1987).
Indi iduals ca ego ize en i onmen s and objec s and compa e
hei pe cep ions wi h exis ing basic ca ego ies o lowe - le el
ca ego y membe s (subca ego ies) and associa ed a ibu es
in memo y (Kea eney and Hun 1992; Puligadda, Ross J , and
G ewal2012). Pe cep ions o espec i e un amilia salien in o -
ma ion a ibu es e ol e in o no el basic ca ego ies and subca -
ego ies; hose o amilia in o ma ion ma ch a basic ca ego y o
subca ego y knowledge (Fiske e al.1987). The e o e, indi idu-
als ely on he mos amilia and ep esen a i e a ibu es and
subca ego y knowledge o d aw he s onges in e ences (Alba
and Hu chinson1987; Goods ein1993; Loken2006). Mo eo e ,
knowledge is ans e ed among subca ego ies, and ecip ocal
in e ences a e d awn, while he cong uence o subca ego ies
expands hese in e ences in bo h di ec ions (Cohen and
Basu1987; Me is and Rosch1981). Ca ego y knowledge and
in e ences a e used o judgmen s in decisions; ha is, hey a -
ec indi idual beha io (Epi opaki and Ma in2005; Kea eney
and Hun 1992).
In ou con ex , e aile s a e he basic ca ego y, o line and on-
line RBE a e subca ego ies, and MIs a e pe cei ed as salien
in o ma ion a ibu es by consume s (e.g., Gil- Sau a e al.2013;
Tou aily and Pons2017). This heo y sugges s ha consume s
pe cei e MI a ibu es and ma ch hem wi h online and o line
RBE associa ions. The mo e ep esen a i e o amilia he a -
ibu es a e o consume s, he s onge he ma ches wi h he
espec i e RBE. Howe e , MIs ma ch no only online RBE, o
example, bu also o line RBE. Mo eo e , consume s d aw in-
e ences among RBEs and be ween such subca ego ies and he
e aile . Fo example, he ecip ocal e ec s o subca ego ies a e
based on pe cei ed RBE cong uence, as consume s d aw in e -
ences om o line o online RBE, and ice e sa ( his is also
ela ed o schema heo y; Epi opaki and Ma in2005; Wang,
Bea y, and Mo he sbaugh2009). Acco dingly, consume ca e-
go y knowledge and in e ences a e d awn in loyal y decisions
(e.g., Loken2006).
Nex , we de i e hypo heses by p o iding insigh s in o he ex en
o empi ical knowledge o each hypo hesis and hen by e e -
ing o heo e ical mechanisms o indi ec and o al e ec s o
MIs on loyal y h ough RBE (no assuming di ec e ec s bu
es ing o hem) and o RBE's ecip ocal e ec s.
2.3 | Hypo heses on he E ec s o MIs
Conside ing adi ional MIs, s udies o en analyze he e -
ec s o indi idual MIs such as asso men o layou on o line
o gene al b and associa ions (e.g., Raja i, Kushwaha, and
S eenkamp 2019; Swoboda, Weindel, and Hälsig 2016). Only
Kwon and Lennon(2009a) show he e ec s o adi ional MIs
on pu chase in en ion h ough consume s' o line and online
b ands' a i udes bu do no heo ize as such. We p o ide no el
ca ego iza ion heo y- based easoning and expec di e en
pa hs o adi ional MIs h ough o line and online RBE.
T adi ional MIs a e salien in o ma ion a ibu es and a e
ca ego ized by consume s in o a ma ched subca ego y, ha
is, he online o o line RBE o a mul i- and omnichannel e-
aile . Consume s e e o hei b and associa ions and d aw
in e ences o loyal y judgmen s (e.g., Loken2006). Howe e ,
he a ibu es can be ma ched o di e en subca ego ies, such
as bo h RBEs, ancho ed in consume s' memo y and enabling
speci ic in o ma ion p ocessing (Me is and Rosch 1981;
Timoumi, Gangwa , and Man ala2022). T adi ional MIs a -
ec o line RBE and online RBE (Kwon and Lennon2009a),
as consume s swi ch be ween channels o compa e hei o e s
(mos ly asso men and p ices in o line and online channels;
Em ich, Paul, and Rudolph 2015; Ha idasan, Fe nando, and
Balak ishnan2021). The complemen a y na u e o a adi ional
MI makes i usable o bo h RBEs (e.g., Melis e al.2015). Since
a ma ch wi h bo h RBEs is heo e ically ob ious, we assume
in e ences d awn om bo h subca ego ies in loyal y decisions
(e.g., Loken2006).
1021
Howe e , as salien in o ma ion a ibu es ma ch mo e s ongly
wi h he mos amilia subca ego y, we assume di e en
s eng hs o adi ional MIs h ough he o line and online RBE
pa hs. Owing o he apid g ow h o online channels, consume
pe cep ions can s ongly ma ch adi ional MIs wi h online
RBE (e.g., Wichmann e al.2022). Howe e , as mos mul i- o
omnichannel e aile s s a as o me b ick- and- mo a s o es,
hei o line sales channel con inues o play a cen al ole o
consume s (e.g., T oi ille, Hai , and Clique 2019). A s onge
ma ch wi h o line RBE is likely, and mos consume s mo e
easily e ie e such MIs (e.g., Gil- Sau a e al.2013; Kelle 2010).
Ma ching a ibu es on he basis o such p io exposu e leads
o he s onges ac i a ion (e.g., Goods ein1993). Fo example,
he pe cep ion o a e aile 's asso men e okes he associa ions
wi h which he consume is mos amilia . Consume s ely on
his amilia subca ego y o d aw s ong in e ences (e.g., Zhang,
Vo hies, and Zhou2023). As consume s use he s onges in-
e ences when making decisions, we conclude ha adi ional
MIs ha e a s onge e ec on loyal y ia o line ( s. online) RBE
(Loken2006).
We hypo hesize he ollowing:
H1. T adi ional MIs ha e a posi i e indi ec e ec on loyal y
h ough (a) o line RBE and (b) online RBE, whe e (c) he indi ec
e ec h ough o line ( s. online) RBE is s onge .
Conside ing online- speci ic MIs, schola s ha e s udied he
e ec s o indi idual MIs, o example, websi e aes he ics o
secu i y, h ough online and o e all RBE (e.g., Khan and
Rahman2016; Tou aily and Pons2017). Again, only Kwon and
Lennon(2009a) e eal he pa hs o online- speci ic MIs h ough
consume s' o line and online b and a i udes (no RBE), wi h-
ou discussing hei ela i e impo ance and showing su p is-
ing nega i e pa hs h ough o line b and a i udes. We ini ially
p o ide ca ego iza ion heo y- based easoning o he di e en
e ec s o online- speci ic MIs ia bo h RBEs.
Online- speci ic MIs a e also pe cei ed as salien in o ma ion a -
ibu es, mos ly while accessing a e aile 's websi e (e.g., Khan
and Rahman2016). Owing o his channel speci ici y, i seems
ob ious ha shoppe s ma ch online- speci ic MIs wi h online
RBE and d aw espec i e in e ences (e.g., Chen and Dibb2010).
Howe e , online- speci ic MIs can c osswise ma ch o line RBE
as well. Fo example, i a cus ome aces a choice be ween wo
a ac i e o line e ail b ands, he o she may also le e age
knowledge om a e aile 's websi e when choosing which b and
o pu chase (Timoumi, Gangwa , and Man ala2022). We as-
sume ha online- speci ic MIs ma ch online and o line RBE
when a ec ing consume loyal y.
Di e en pa h s eng hs o online- speci ic MIs on loyal y
h ough online and o line RBE a e heo e ically expec ed. I is
concei able ha hese MIs a e mo e s ongly linked o o line
RBE because, in shoppe s' mindse s ega ding a i m, online-
speci ic MIs may be ancho ed o he o line RBE o igin o many
e aile s (e.g., Ra ch o d e al. 2022). Howe e , hese MIs a e
salien in o ma ion a ibu es om online channels. A s on-
ge channel- speci ic ma ch based on ep esen a i eness is mo e
likely (Tou aily and Pons2017). Wi hou much cogni i e e o ,
shoppe s subo dina e online- speci ic MIs o he online RBE o
a e aile (i.e., d aw in e ences, Cohen and Basu1987). Websi es
se e as digi al shopping windows, a e ubiqui ously a ailable,
and a e used by o me b ick- and- mo a i ms such as Snipes o
s eng hen hei online b ands (e.g., Fo bes2021; Whi e, Joseph-
Ma hews, and Voo hees 2013), because o ep esen a i eness
and espec i e online- speci ic in e ences in loyal y decisions
(Sohn 2017). We assume a s onge indi ec e ec on loyal y
h ough online ( s. o line) RBE.
The e o e, we p opose he ollowing:
H2. Online- speci ic MIs exe a posi i e indi ec e ec on loy-
al y h ough (a) o line RBE and (b) online RBE, whe e (c) he in-
di ec e ec h ough online ( s. o line) RBE is s onge .
Schola s ha e linked c oss- channel MIs wi h he b and iden-
i y o engagemen o mul i- and omnichannel i ms (e.g., Lee
e al. 2019; Li e al. 2018). To ou knowledge, impo an and
p obable c oss- channel MIs' e ec s h ough o line and online
RBE ha e no been heo ized.
The conside a ion o c oss- channel MIs as salien in o ma-
ion a ibu es se es he channel- linked e alua ion o ca e-
go ized b and knowledge o in e ences in decisions (e.g., Lee
e al.2019). The a ibu es ma ch online and o line RBE when
consume s associa e hem wi h a pa icula sales channel.
Such channel- speci ic associa ions a e ans e ed o d aw in-
e ences abou loyal y o a e aile (e.g., Gao and Huang2021).
Fo example, when making a pu chase a an Adidas online
s o e, a consume can ha e he p oduc deli e ed o pick
i up in s o e, which may ma ch he online b and and posi-
i ely ansla e in o ca ego y knowledge and consume loyal y
(Adidas2024; F asque and Miquel2017). In con as , when
making a pu chase a an Adidas o line s o e, consume s can
o de p oduc s online ha a e ou o s ock, which may ma ch
he o line b and and i s pa h o loyal y. C oss- channel MIs
ma ch bo h ypes o RBEs (see also F asque and Miquel2017
o halo e ec s).
As he s eng h o a ma ch o c oss- channel MIs depends on
channel- speci ic amilia i y o ele ance, di e ences in he
s eng h o e ec s on loyal y h ough RBEs a e likely (e.g.,
Melis e al.2015; Sohn2017). We can heo e ically a gue ha
he ma ch o c oss- channel MIs and o line ( s. online) RBE
is s onge . This a gumen can be a ionalized by a shoppe 's
s onge amilia i y wi h c oss- channel MIs a o line e ail
s o es (Alba and Hu chinson1987). The knowledge ans e
om a basic- le el e aile ca ego y o an o line RBE subca -
ego y a o s his ma ch. In con as , we can a gue ha he
ma ch be ween hese MIs and online ( s. o line) RBE is s on-
ge . One eason o his is ha his salien c oss- channel in o -
ma ion has g ea e channel- speci ic ele ance o online RBE
han o o line RBE, as he o me is ypically he weake
channel o e aile s (F asque and Miquel2017). Shoppe s a
many mul i- and omnichannel i ms mos ly use o line chan-
nels, bo h in gene al and when swi ching channels (Timoumi,
Gangwa , and Man ala2022). Finally, an easie pe cep ion o
c oss- channel a ibu es in he online con ex a o s a s on-
ge ma ch. We he e o e hypo hesize ha he e a e mo e in e -
ences and s onge e ec s on loyal y h ough online RBE han
h ough o line RBE.
1022 Jou nal o Consume Beha iou , 2025
We p opose he ollowing hypo hesis:
H3. C oss- channel MIs exe a posi i e indi ec e ec on loyal y
h ough (a) o line RBE and (b) online RBE, whe e (c) he indi ec
e ec h ough online ( s. o line) RBE is s onge .
Wi h espec o he ela i e impo ance o adi ional, online-
speci ic, and c oss- channel MIs, no insigh s exis in he li e a-
u e. We hypo hesize di e en o al e ec s o MIs on consume
loyal y.
Theo e ically, all MIs a e salien in o ma ion (Khan and
Rahman2016; Lee e al.2019), and hei success ul ca ego iza-
ion enables consume s o d aw in e ences om di e en sub-
ca ego ies, which leads o e alua ions o and in en ions o be
loyal o a e aile by consume s (Loken2006). Wi h espec o
he s eng h o hese in e ences, he pe cep ion o he a ibu es
plays a c ucial ole. The mo e o en MIs a e pe cei ed and he
mo e ele an ly and s ongly hey ma ch wi h he RBEs, he
s onge hei in e ences (Goods ein1993). A leas wo ea-
sons lead us o a gue ha consume s d aw s onge in e ences
in loyal y decisions based on adi ional ( s. online- speci ic o
c oss- channel) MIs. T adi ional MIs a e cons an ly a ailable
o consume s ac oss all channels. They may be unconsciously
pe cei ed in all pu chasing p ocesses and can he e o e be
ma ched wi h o line and online RBE wi hou a conside able
amoun o e o (Wichmann e al.2022). In con as , online-
speci ic MIs a e pe cei ed when isi ing a websi e. This o ces
a ma ch wi h online RBE bu a weake ac i a ion o o line
RBE (Bol on e al.2022). C oss- channel MIs a e pe cei ed p i-
ma ily when consume s ob ain a e aile 's websi e's link o -
line, and ice e sa (Gao and Huang2021). T adi ional ( s.
o he ) MIs o e g ea e in o ma ion alue, se e as o ien a-
ion aids, and a e equen ly and consciously e e enced (Blu ,
Telle , and Floh2018). These MIs p o ide consume s wi h a
bene i , which inc eases hei ecogni ion (compa ison shop-
ping; Kelle 2010; Zhang, Vo hies, and Zhou 2023). Thus, a
s onge ma ch wi h bo h subca ego ies occu s.
Mo eo e , c oss- channel MIs mo e s ongly ma ch wi h RBEs
in he o al e ec han do online- speci ic MIs and allow con-
sume s o d aw s onge in e ences o a leas wo easons.
Fi s , as consume s pe cei e c oss- channel in o ma ion a i-
bu es, posi i e syne gies can be es ablished be ween a ious
channels, whe eby consume s assign hem o o line and on-
line RBE (F asque and Miquel2017; Ra ch o d e al.2022).
Second, c oss- channel MIs enable omnip esen a ailabili y
in all channels, whe eby shoppe s a e mo e likely o pe cei e
and access hem han hey a e online- speci ic MIs (Gao and
Huang2021; Ha idasan, Fe nando, and Balak ishnan2021).
Unlike online- speci ic MIs, c oss- channel MIs suppo a
seamless expe ience ha is pe cei ed mo e posi i ely by
consume s (e.g., Gao and Huang2021; Zhang, Vo hies, and
Zhou 2023). Thus, c oss- channel MIs ma ch mo e s ongly
wi h o line and online RBE in loyal y decisions han do
online- speci ic MIs.
We p opose he ollowing hypo hesis:
H4. The o al e ec o adi ional MIs on loyal y is s onge
han hose o (a) online- speci ic and (b) c oss- channel MIs, and (c)
he o al e ec o c oss- channel MIs is s onge han ha o online-
speci ic MIs.
2.4 | Hypo heses on he Recip ocal E ec s o RBE
We heo ize ecip oci y be ween online and o line RBE o ully
unde s and how bo h a ec loyal y and he hypo hesized MI
pa hways. Empi ically, Kwon and Lennon(2009a) assume bu
do no show o heo ize ecip ocal links be ween consume o -
line and online b and a i udes. Swoboda and Win e s(2021)
e eal he ecip ocal e ec s o bo h mul ichannel images and
hei explana o y powe .
By swi ching channels, shoppe s a e likely o ans e knowledge
and d aw in e ences be ween subca ego ies (i.e., o line and on-
line RBE; Wang, Bea y, and Mo he sbaugh2009). In e ences in
bo h di ec ions a e suppo ed by he cong uence o cha ac e -
is ics among subca ego ies (e.g., Epi opaki and Ma in 2005).
Bo h a ise when he ans e ed knowledge be ween o line and
online RBE can be compa ed, and simila cha ac e is ics can be
iden i ied. This si ua ion can also be explained by he in o ma ion
e ie al ha occu s h ough he ac i a ion o b and associa ions
in bo h di ec ions (e.g., Puligadda, Ross J , and G ewal2012). Fo
example, he ac i a ion o o line RBE by adi ional MIs ac i-
a es online RBE h ough cogni i e linkages, whe eas he ac i-
a ion o online RBE by online- speci ic MIs a ec s o line RBE.
Such in e ences, which me hodologically ep esen he sum o
all ecip ocal ( o al) e ec s o o line and online RBE, a e d awn
by shoppe s in loyal y decisions (e.g., Loken2006).
We assume ha ecip ocally linked o line and online RBE
a ec consume loyal y di e en ly. We a gue ha ca ego y
knowledge ans e di e s be ween subca ego ies. A weake
( s. s onge ) cong uence o subca ego ies limi s he knowl-
edge ans e and s eng h e ec di e ences o RBEs (e.g.,
Epi opaki and Ma in2005). Fo example, consume s acing
an unappealing online b and a e mo e likely o ely on a amil-
ia o line b and o d aw in e ences when making loyal y deci-
sions (e.g., Loken2006). We also a gue ha di e en e ec s a e
caused by di e en deg ees o ac i a ion (e.g., Ande son1983).
Fo example, o o me b ick- and- mo a consume s, he ac i-
a ion o o line ( s. online) RBE is mo e likely, as hey mo e
equen ly access his in shopping decisions (e.g., F asque and
Miquel2017). We assume ha consume s d aw he s onges in-
e ences in loyal y decisions om he mos knowledgeable and
ac i a ed subca ego y (e.g., Bad ina ayanan e al.2012); ha is,
he ecip ocal o al e ec o o line ( s. online) RBE on loyal y
is s onge .
The e o e, we p opose he ollowing:
H5. (a) O line and online RBE a e ecip ocally linked, and (b)
he ecip ocal ( o al) e ec o o line ( s. online) RBE on consume
loyal y is s onge .
3 | Empi ical S udies
To es he hypo heses and o e come he sho comings o
c oss- sec ional s udies (e.g., Zyphu e al. 2020), we conduc
1023
me hodologically dis inc s udies using he same consume sam-
ple o e ime and e e o hese s udies as S udies 1 and 2 o cla -
i y. These s udies explo e he pa hs and he o al e ec o MIs
(measu ed a ime 1) h ough RBE ( 2) on loyal y ( 3) and c oss-
lagged he ecip ocal e ec s o o line and online RBE ( o ully
unde s and MI e ec s). We also pe o m se e al s abili y checks.
3.1 | S udy 1 (Sequen ial Media ion)
3.1.1 | Sample
We choose ashion e ail in Ge many as he s udy objec o a -
ious easons. This sec o ep esen s one o he la ges sec o s in
many coun ies and accoun s o 24% and he highes amoun o
online sales (mo e han he elec onics sec o , wi h 22%, acco d-
ing o he Ge man Re ail Associa ion; HDE/IFH2023; Plane
Re ail2023). I consis s o many mul i- and omnichannel i ms,
and hei sys ema ic selec ion allows us o a oid indi idually
selec ed o i m- speci ic insigh s. Shoppe s ha e high channel
expe ience, and many e aile s a e well- known, which enables
a sys ema ic selec ion o i ms and a oids i m- speci ic esul s
(Timoumi, Gangwa , and Man ala2022). Wi h app oxima ely
25 i ms accoun ing o 45% o he ma ke sha e, his sec o is
no highly concen a ed (in con as , one elec onics e aile
gene a es 38% o all indus y sales), and RBE is pa icula ly im-
po an in his sec o . Mo eo e , leading i ms use many MIs o
add ess consume s, who ypically shop o ashion i ems e e y
40 days (Hul e al.2019).
We espec he majo equi emen s o long- e m s udies and p o-
ide se e al p e es s. Fi s , we choose ele en o he 15 op- selling
ashion i ms, as hey likely ha e mul i- o omnichannel s uc-
u es and a e likely hose mos o en equen ed by shoppe s (Oh,
Teo, and Sambamu hy2012). Second, he eigh mos equen ed
e aile s a e selec ed on he basis o ace- o- ace in e iews
wi h 30 g adua e s uden s in a p e es . Howe e , wo i ms ha
o e no only ashion i ems bu also o he i ems a e elimina ed.
Thi d, a p e es is used (based on he quo a sample acco ding
o he age and gende o he popula ion and ace- o- ace in e -
iews, N = 140) o ensu e egula expe iences a he e aile s and
o es ou measu emen s. Two mo e i ms wi h he lowes le els
o shopping expe ience a e elimina ed. Thus, ou e aile s a e
included in he su ey (e.g., Laza is e al.2021). These e aile s
a e all omnichannel (e.g., ha e in eg a ed ansac ions, p oduc /
p ice in o ma ion, e c.; Gao e al.2021; Gao and Huang2021),
and we es ou hypo hesis in his con ex . This p e es also leads
o some i em educ ions o ob ain sa is ac o y esul s ega ding
eliabili y and alidi y o he inal measu emen s.
We use quo a sampling, ollowing he na ional dis ibu ion o age
and gende among 500 esponden s in a ypical midsize ci y wi h
a simila dis ibu ion (see Table2). F om an exis ing panel, 700
indi iduals who egula ly shop o line and online a e ec ui ed
in he sc eening phase 0 by email and phone un il 500 ag ee o
pa icipa e h ough h ee su ey wa es (due o powe conside -
a ions; Wang and Rhem ulla2021). We in o m hem o he s udy
ocus and ask o sociodemog aphic in o ma ion, hei in e ne
expe ise, and hei use o he selec ed e aile s. Fo each espon-
den , we andomly selec he i s o second e aile ha he/she
knows and has equen ly used o o line and online shopping
in he pas and ha ma ches ou p e es s o e alua ion in all
wa es ( o a oid op- o - mind selec ion biases). The main su eys
a e conduc ed 4–5 mon hs apa o e a pe iod o 10–11 mon hs
in 2022–2023 by ained in e iewe s ia s anda dized ques ion-
nai es a indi iduals' homes ( o inc ease da a quali y; Bennink,
Moo s, and Gelissen2013). A mino - p ice lo e y se es as an
incen i e. Ano he equi emen is o esponden s o ha e
shopped online and o line a he selec ed e aile p io o each
wa e ( o cap u e cu en associa ions). These equi emen s a e
ul illed by 475 esponden s in he i s wa e. In he ollowing
wa es, 29 and 40 indi iduals a e elimina ed. We ensu e he s a-
bili y o he wi hin- pe son a iance o each pe son by calcu-
la ing indi idual a e age alues o he sel - assessmen cons uc
o sel - e icacy (measu ed wi h h ee i ems; Hamake 2023; see
Suppo ing In o ma ion: Appendix B) and exclude nine espon-
den s. Finally, 18 Mahalanobis dis ance- based ou lie s eme ge,
and he sample consis s o 379 esponden s.
The age g oup 29–49 is sligh ly o e ep esen ed compa ed o
ou plan. As ou da a a e no no mally dis ibu ed, obus maxi-
mum likelihood es ima o s a e used o hypo hesis es ing (Gao,
Shi, and Maydeu- Oli a es2020).
3.1.2 | Measu emen
We use Like - ype scales ( om 1 = s ongly disag ee o
7 = s ongly ag ee) and e e o he li e a u e o he measu e-
men s o ou cons uc s (see Table3).
MIs a e measu ed a ime poin 1 and on a second- o de basis
ia ac o analysis o se e al easons. Highe - o de modeling is
an impo an ad ance because mul iple cons uc s a e concep-
ualized a a highe le el o abs ac ion; he con ibu ion o each
dimension o a highe - le el cons uc can be assessed and de-
linea ed (Kou e os, Babba , and Kaighobadi2009). Indi idual
dimensions can con e ge in a highe - o de cons uc , as i s -
o de dimensions a e concep ually and signi ican ly di e en
TABLE 2 | Sample cha ac e is ics.
Realized quo a sample (%; N = 379) Planned quo a sample (%; N = 500)
Male Female To al Male Female To al
Age 15–29 10.3 10.6 20.8 11.7 10.7 22.4
Age 29–49 18.2 18.7 36.9 17.4 16.8 34.2
Age o e 50 19.5 22.7 42.2 21.2 22.2 43.4
To al 48.0 52.0 100.0 50.3 49.7 100.0
1024 Jou nal o Consume Beha iou , 2025
TABLE 3 | Reliabili y and alidi y.
Cons uc MV/s d FL KMO I TC αCR λ
Time poin one
T adi ional MI
Asso men (acc. o Chowdhu y, Rea don, and S i as a a1998; Swoboda, Weindel, and Hälsig2016)
[Re aile ] ha e a e y good asso men selec ion. 4.13/1.45 0.874 0.738 0.788 0.879 0.879 0.871
I like and enjoy he a ie y o b anded p oduc a […]. 3.62/1.63 0.791 0.729 0.825
I ind e e y hing I need a […]. 3.41/1.58 0.866 0.777 0.828
P ice (acc. o Chowdhu y, Rea don, and S i as a a1998; Swoboda, Weindel, and Hälsig2016)
[Re aile ] has easonable and ai p ices. 4.63/1.44 0.907 0.731 0.824 0.896 0.897 0.911
I ob ain alue o my money a […]. 4.61/1.34 0.910 0.829 0.905
I can buy p oduc s o less a […]. 4.35/1.47 0.775 0.736 0.776
Layou (acc. o Chowdhu y, Rea don, and S i as a a1998; Swoboda, Weindel, and Hälsig2016)
The o e all s o e design o [ e aile ] gene ally nice. 3.77/1.59 0.913 0.771 0.885 0.953 0.953 0.917
I eally like he p esen a ion o he p oduc s a […]. 3.67/1.66 0.954 0.916 0.953
The shopping a mosphe e a […] is com o able o me. 3.54/1.65 0.933 0.900 0.930
Communica ion (acc o Kelly and S ephenson1967; Swoboda, Weindel, and Hälsig2016)
I like he ad e ising/communica ion o [ e aile ]. 3.71/1.52 0.865 0.753 0.811 0.911 0.911 0.888
The ad e ising/communica ion o […] is in o ma i e. 3.69/1.40 0.914 0.844 0.891
I see he ad e ising/communica ion o […] e y equen ly. 3.75/1.38 0.859 0.806 0.859
Online- speci ic MI
Websi e aes he ic (acc. o B essolles, Du ieu, and Deans2015; Kwon and Lennon2009a)
I like he look and eel o he websi e o [ e aile ]. 4.78/1.42 0.956 0.755 0.915 0.951 0.952 0.954
The websi e o […] is isually appealing. 4.69/1.43 0.960 0.917 0.962
I like he pic u es/images used in […] websi e. 4.74/1.46 0.875 0.866 0.877
Websi e na iga ion (acc. o B essolles, Du ieu, and Deans2015, Mon oya- Weiss, Voss, and G ewal2003; Kwon and
Lennon2009a)
Na iga ing [ e aile s] web pages is easy o me. 5.06/1.20 0.933 0.733 0.845 0.900 0.903 0.916
How o o de p oduc s on […] websi e is easy o unde s and. 4.89/1.17 0.871 0.806 0.878
I ind wha I am looking o easy on […] websi e. 5.00/1.21 0.796 0.754 0.812
Websi e se ice/con en (acc. o Mon oya- Weiss, Voss, and G ewal2003; Kwon and Lennon2009a)
Se ice p o ided by [ e aile ] h ough he websi e is
con enien .
4.40/1.19 0.761 0.721 0.719 0.887 0.892 0.779
Se ice p o ided by […] h ough he websi e is eliable. 4.40/1.17 0.932 0.833 0.914
Assis ance p o ided by […] h ough he websi e is help ul. 4.32/1.19 0.865 0.791 0.872
Secu i y/p i acy (acc. o B essolles, Du ieu, and Deans2015; Mon oya- Weiss, Voss, and G ewal2003; Kwon and
Lennon2009b)
The [ e aile ] will no misuse my pe sonal in o ma ion. 3.70/1.45 0.945 0.500 0.895 0.944 0.945 0.976
I eel sa e due o […] paymen in o ma ion in online
ansac ions.
3.80/1.49 0.945 0.895 0.916
C oss- channel MI
O line–online in eg a ion (acc. o Bendoly e al.2005)
I you pu chase in he s o e o [ e aile ]
(Con inues)
1031
In con as , consume s ma ch online- speci ic MIs o online
(no o line) RBE, which may no be su p ising (F asque and
Miquel2017). Howe e , his u he enhances he only s udy
on o line and online b ands (Kwon and Lennon2009a), as
we obse e nonnega i e online- speci ic MIs- o line RBE links
and, su p isingly, s onge pa hs o adi ional ( s. o he ) MIs
h ough online RBE. No ably, his inding is isible in ou in-
di ec e ec models bu no in ou o al e ec models o in
hose o he o e all RBE only and is e en complemen ed by
he ecip oci y discussed la e . We hus may also con ibu e
me hodologically o he li e a u e. Finally, we belie e ha we
con ibu e o he esea ch on c oss- channel MIs in wo ways.
While his esea ch s eam has s udied only o e all RBE
(F asque and Miquel2017), we show ha consume s d aw
equal in e ences h ough o line and online RBE in loyal y
decisions. Fo he i s ime, we compa e he e ec s o c oss-
channel and o he MIs and show hei s onge (weake ) ole
han ha o online- speci ic ( adi ional) MIs. All his may be
conside ed in s udies ha ocus only on c oss- channel MIs o
only online- speci ic MIs.
Second, he empi ical insigh s in o he o al e ec s o MIs, ha
is, hei gene al impo ance, a e no el and suppo ou heo e -
ical a ionale. T adi ional MIs a e cu en ly he s onges loy-
al y le e and a e wice as s ong as c oss- channel MIs. This
inding e u es assump ions ega ding hei possible dec easing
impo ance in mode n e ail (e.g., Wichmann e al.2022); hey
may ha e gained a he han los h ough digi aliza ion (e.g.,
Timoumi, Gangwa , and Man ala 2022). When d awing in-
e ences h ough RBEs, consume s alue adi ional MIs as he
mos impo an in o ma ion a ibu es in bo h sales channels.
C oss- channel MIs ollow, and syne gies be ween sales chan-
nels enable a ma ch o bo h RBEs (e.g., Gao and Huang2021). As
men ioned, online- speci ic MIs a e nonsigni ican in con as o
hei shown impo ance ia online RBE. Addi ionally, ou s abil-
i y es o he o e all RBE has u he implica ions. Consume s
access one subca ego y and d aw he espec i e in e ences,
which omi he e ec s and in e ac ions o bo h RBEs. Howe e ,
bo h RBEs may shape consume s' o e all RBE o image, which
u u e esea ch may add ess because we canno es and hus
hypo hesize ha his due o bo h RBEs' mul icollinea i y wi h
o e all RBE (Hai e al.2018; S.323; Sh es ha2020).
Rega ding ou hi d esea ch ques ion, he iden i ied ecip oci y
be ween o line and online RBE has impo an implica ions o
hei e ec s on loyal y and he pa hways o MIs o loyal y.
Fi s , he esul s a e consis en wi h ou heo e ical a ionale
ha online and o line RBE ecip ocally a ec consume loy-
al y, whe eas o line RBE does so mo e s ongly. Consume s
ca ego ize channel- speci ic b and associa ions in o a e aile
ca ego y and d aw in e ences ecip ocally be ween hem in bo h
di ec ions (e.g., Bad ina ayanan e al.2012). Consume s ely on
he mos knowledgeable and ac i a ed subca ego y o loyal y
decisions (e.g., Sohn2017). We con ibu e o he li e a u e by e-
ealing he links be ween o line and online RBE, answe ing
he ela ed calls o esea ch, and suppo ing a ew ecip ocal
s udies. Swoboda and Win e s(2021) ha e al eady shown un-
de - o o e es ima ed online o o line image e ec s when c oss-
sec ional s udies es hem non ecip ocally (in ou s udy, o
example, o online RBE, he esul is weake unidi ec ionally,
β1–2 = 0.085 o β2–3 = 0.062, p < 0.05, and s onge ecip ocally,
β = 0.136, p < 0.001; see Table6). We also ini ially show ha in
oday's mul i- and omnichannel e ailing, o line RBE is p e-
dominan compa ed o online RBE.
Second, he ecip ocal insigh s p o ide no el esea ch conclu-
sions o he pa hways o MIs' impac on loyal y h ough he
RBEs (which canno be simul aneously es ed in one model).
A ecip ocal online–o line RBE link wi h a s onge en-
dency han ice e sa eme ges (online–o line β1–2 = 0.244,
β2–3 = 0.215, p < 0.001; o line–online β1–2 = 0.198, β2–3 = 0.199,
p < 0.001; see Table 6). Consume s ans e mo e ca ego y
knowledge om online o o line RBE, which we unde sco e
o ecip ocally linked RBEs (e.g., Swoboda and Win e s2021).
This obse a ion does no change he dominan ole o adi-
ional MIs, bu hei pa h h ough online ( s. o line) RBE
gains impo ance, as i is he s onges pa h h ough online
RBE; o c oss- channel MIs, he pa h h ough online RBE is
also ein o ced. The g ea es implica ions appea o online-
speci ic MIs. Thei only signi ican indi ec e ec h ough
online RBE is ampli ied by hei espec i e ac i a ions in con-
sume memo y (e.g., Puligadda, Ross J , and G ewal 2012);
hey a e s ongly ma ched o online RBE because o hei ep-
esen a i eness bu ha e a u he in luence due o he s ong
online–o line RBE link (e.g., Tou aily and Pons2017). This
is no el in he li e a u e. S udying he c osswise e ec s and
ecip oci y o possible media o s is ecommended o online-
speci ic and u he MIs in esea ch on mul i- and omnichan-
nel i ms o ully unde s and all ela ionships.
4.2 | Manage ial Implica ions
Ca e ully managed majo MIs help e aile s e ain loyal con-
sume s and ind i challenging o do so h ough majo sales
channels (e.g., Hul e al. 2019; Kwon and Lennon 2009a).
Neglec ing impo an MIs and o line and online RBE may
lead o he misin e p e a ion o ma ke s udies, incom-
ple e conclusions, o ine ec i e s a egies o o e all RBE
(Swamina han e al. 2020). We belie e ha he esul s a e
ele an o o me b ick- and- mo a and pu e online playe s
ha s a opening o line s o es (e.g., Ra ch o d e al.2022).
A double s ong e ec o adi ional MIs ela i e o he ol-
lowing c oss- sec ional MIs h ough bo h RBEs indica es e-
aile s' s onges le e s om consume s' iewpoin . Cu en ly,
mul i- and omnichannel e aile s can, in pa icula , le e age
bene i s h ough o line ( s. online) RBE when compe ing
wi h online pu e playe s, o example. Howe e , hey may ace
challenges in he u u e online wo ld because o he demon-
s a ed weake oles o online- speci ic MIs and online RBE
(Hänninen, Kwan, and Mi onen2021). The ca e ul manage-
men o consume - based e alua ions o he s udied MIs (and o
addi ional MIs and ouchpoin s) and hei oles in o line and
online b and posi ioning is ecommended, as his app oach
seems o be supe io o he iew o a ha monized b and po-
si ion ac oss sales channels (due o di e en en i onmen s,
compe i o s, o e alua ions; Kelle 2020; Zhang, Vo hies,
and Zhou2023). Howe e , many e aile s mus , o example,
also o e come equen silos o consume in o ma ion o p o-
cesses in independen ly ope a ing online and o line di isions
(Swoboda and Win e s2021).
1032 Jou nal o Consume Beha iou , 2025
Fu he implica ions a ise om ecip ocal e ec s. The double
s ong ecip ocal e ec o o line ( s. o line) RBE on loyal y
unde sco es he ole o o line b and posi ioning oday (like
banking; Camb a- Fie o e al.2020). Thus, adi ional MIs e-
main he s onges le e , bu he o ally nonsigni ican online-
speci ic MIs gain impo ance owing o hei ole in online RBE
(indi ec e ec s) and he espec i e s ong ecip oci y o online
o o line RBE. This, howe e , limi s he esul s o unidi ec-
ional s udies, which manage s should e alua e ca e ully as a
basis o hei decisions. C oss- channel MIs such as o line–on-
line o online–o line in eg a ion o u he uns udied ouch-
poin s need o be o ches a ed o s ee consume s o channels,
manage b and posi ioning, and con ol ecip ocal RBE mech-
anisms o he a ge ed consume ou come (F asque and
Miquel2017; Lee e al.2019). Managing complemen a y o line
and online RBE and cap u ing syne gies help build a sou ce o
compe i i e ad an age.
5 | Limi a ions and Di ec ions o Fu u e
Resea ch
This s udy has ce ain limi a ions ha sugges u u e esea ch
di ec ions.
We collec speci ic da a o e ime, bu a b oade da abase would
allow u he implica ions, o example, o smalle i ms, o -
me pu e online playe s, o he indus ies, o occasional shoppe s
(e.g., Khan and Rahman2016; T oi ille, Hai , and Clique 2019).
We selec leading i ms o which ca ego iza ion and ecip oci y
can be analyzed, as he use o ic ional i ms inc eases in e nal
alidi y (e.g., Lee e al.2019).
Wi h espec o ou measu emen s, using objec i e da a o loy-
al y a e ob ious bu di icul o ob ain o e h ee ime poin s. We
p o ide s ong a ionales o ou second- o de MI measu es, bu
he e is no single co ec composi ional app oach (e.g., Kou e os,
Babba , and Kaighobadi2009). The same applies o measu ing
MIs, as alida ed op ions do no ye exis , bu ine - g ained ap-
p oaches o u he MIs such as social media o o line- speci ic
MIs a e in e es ing (Swamina han e al. 2020). Fu he mo e,
less common measu emen s o RBE also exis (e.g., Kelle 2016;
Zhang, Vo hies, and Zhou2023). Finally, s udies may con ol o
consume s' incomes, channel p e e ences, and o he po en ially
ele an co a ia es.
Ou amewo k is de eloped using cogni i e a ionales ha i
an ex pos s udy, bu i would be in e es ing o p opose al e -
na i e hypo heses (e.g., eelings and pleasu e; Lee e al.2019).
We le e age ca ego iza ion heo y o s imula e u he esea ch.
Fu u e s udies could bene i by measu ing ca ego iza ion he-
o y mechanisms, o example, s udying how consume s ca -
ego ize MIs om di e en channels, o by using al e na i e
heo ies o e eal he mechanisms unde lying he s udied e-
la ionships (e.g., Raja i, Kushwaha, and S eenkamp2019). We
selec expe ienced esponden s who end o pe cei e mo e MIs;
howe e , es ing expe ience, shopping mo i a ion and sea ch
beha io as an eceden s (o mode a o s) o o line and online
RBE (e ec s) would be in e es ing (e.g., Raja i, Kushwaha,
and S eenkamp2019; T oi ille, Hai , and Clique 2019; Wang
and Jia2023). Simila ly, s udying u he consume g oups o
he oles o eal- ime pe sonaliza ion, social media, o a i icial
in elligence o RBE could be exci ing esea ch a enues (e.g.,
Swamina han e al.2020; Wichmann e al.2022).
Con lic s o In e es
The au ho s decla e no con lic s o in e es .
Da a A ailabili y S a emen
Resea ch da a a e no sha ed.
Endno es
1 We pe o m a sys ema ic li e a u e e iew o 27 leading jou nals ( ol-
lowing Ha zing's jou nal quali y lis ) by e e ing o pape s published
since 2009 and hose iden i ied h ough c oss- ci a ions. Ou keywo ds
a e MIs, mix, o indi idual MIs, such as p ice, se ice/con en , websi e,
channel in eg a ion, RBE, expe ience, and image. Fo ou Suppo ing
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