How are e-retailer brands related to the manufacturer brands they offer?

Abstract

The purpose of this article is to examine how e-retailer brands are related to the manufacturer brands they offer. This study is grounded in the experiential branding perspective focusing on multiple dimensions (i.e., sensorial, affective, and intellectual). We also examine the moderating role of the consumer’s chronological age on the effects of both manufacturer brand experience and e-retailer brand experience on brand satisfaction. A sample of 252 beauty box French subscribers took part in our study, and we used partial least squares structural equation modelling to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction. We also show that chronological age has a positive moderating role on the relationship between e-retailer brand experience and e-retailer brand satisfaction.