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

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.