Managerial and Departmental Differences in the Perceived Influence of Brand-Owned Touchpoints on Brand Perception: Case Study

Research output: Contribution to journalConference articlepeer-review

Abstract

Managing touchpoints is a crucial task of today’s digital retail companies to ensure a consistent brand perception for their customers. However, even from a company perspective, people from differing departmental or managerial levels may perceive the influence of touchpoints on brand perception differently, highlighting varying priorities in touchpoint management. Therefore, the main objective of this paper is to investigate the differences in the perceived influence of brand-owned touchpoints on differing managerial and departmental levels and their implications on effective company resource alignment and goal fulfillment. We conclude that differences in perceived influence of brand-owned touchpoints on brand perceptions are present on all managerial and departmental levels and thus not only need to be acknowledged by managers but also need to be harmonized to ensure an effective resource alignment and goal fulfillment.
Original languageEnglish
Pages (from-to)157-165
Number of pages9
JournalProcedia Computer Science
Volume181
DOIs
Publication statusPublished - 23 Feb 2021
EventCENTERIS - International Conference on ENTERprise Information Systems 2020 - virtual, Portugal
Duration: 21 Oct 202023 Oct 2020
https://centeris.scika.org/

Keywords

  • Brand perception
  • Brand-owned-touchpoints
  • Customer journey
  • Digital retail

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