A qualitative investigation of e-tail brand affect

The purpose of this paper is to qualitatively investigate various factors associated with e-tail store brand affect.

Data were collected by conducting semi-structured depth interviews following a storytelling approach. The data were coded using the grounded theory method.

Data analysis shows that anticipated service recovery, deal attractiveness and luxury e-tail brand image predict e-tail store brand affect. These predictors play their roles under the moderating influences of specific moderators. The desirable marketing outcomes of e-tail store brand affect are e-tail branded app usage, spreading positive word of mouth and secure attachment style toward e-tailer.

The value of this study lies in developing a grounded theory based causal process model that can provide managerial insights on how to enhance e-tail brand affect.