Predicting Brand Loyalty to Manufacturer-Sponsored Brands in an Omnichannel Environment : A Configurational Perspective

Authors

  •   Dinesh Sharma Ph.D. Scholar (Corresponding Author), Department of Marketing, Narsee Monjee Institute of Management Studies, V. L. Pherozeshah Mehta Rd, Vile Parle West, Mumbai - 400 056, Maharashtra
  •   Tapan Kumar Panda Ex-Pro Vice Chancellor, Kalinga Institute of Industrial Technology (KIIT University), KIIT Rd, Patia, Bhubaneswar - 751 024, Odisha
  •   Sunil Sahadev Professor of Marketing and Responsible Enterprise, Sheffield Business School, College of Business, Technology and Engineering, Sheffield Hallam University, Stoddart Building, 38-40, Howard Street, Sheffield City Campus, Sheffield S1 1WB

DOI:

https://doi.org/10.17010/ijom/2025/v55/i1/174685

Keywords:

omnichannel

, cross-channel integration, multichannel, manufacturer-sponsored brands, brand loyalty, configuration perspective, fsQCA.

Paper Submission Date

, June 5, 2024, Paper sent back for Revision, October 9, Paper Acceptance Date, October 14, Paper Published Online, January 15, 2025

Abstract

Purpose : Drawing upon the configuration perspective, this study examined how combinations of different omnichannel capability dimensions from the supply side lead to brand loyalty for manufacturer-sponsored brands. Omnichannel integration is a long-drawn process that integrates a variety of dimensions. This induced us to understand how various combinations of dimensions lead to loyalty.

Design : The study used a multi-level design based on the data collected on 43 manufacturer-sponsor brands from experts and 2,320 consumers through a structured questionnaire. Using the Fuzzy-set qualitative comparative analysis (fsQCA) method, the study explored the different pathways through which seven omnichannel dimensions, namely siloed retail mix, integrated marketing communication, integrated consumer order fulfillment, and information access, continuity of foundationals, rear-end system consolidation, and organization transfiguration, lead to demand-side brand loyalty.

Findings : The results showed that these seven omnichannel dimensions are sufficient conditions for achieving brand loyalty. The truth table analysis showed seven pathways for omnichannel integration efforts to improve brand loyalty.

Practical Implications : The study presented seven combinations of internal resource-based omnichannel capability dimensions for practical application, which may be implemented to attain loyalty objectives.

Originality : This is among the first studies to consider a comprehensive combination of omnichannel integration dimensions and their effects on brand loyalty, unlike previous studies that focused on such limited dimensions. This is also the first study to consider omnichannel integration of manufacturer brands, while previous studies have focused on multi-brand retailers. Further, through a configurational perspective, the study allays the methodological limitations of the variance-based approaches in the previous studies.

Downloads

Download data is not yet available.

Downloads

Published

2025-01-01

How to Cite

Sharma, D., Panda, T. K., & Sahadev, S. (2025). Predicting Brand Loyalty to Manufacturer-Sponsored Brands in an Omnichannel Environment : A Configurational Perspective. Indian Journal of Marketing, 55(1), 8–28. https://doi.org/10.17010/ijom/2025/v55/i1/174685

Issue

Volume 55, Issue 1, January 2025

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Adapa, S., Fazal-e-Hasan, S. M., Makam, S. B., Azeem, M. M., & Mortimer, G. (2020). Examining the antecedents and consequences of perceived shopping value through smart retail technology. Journal of Retailing and Consumer Services, 52, Article ID 101901. https://doi.org/10.1016/j.jretconser.2019.101901

Akter, S., Hossain, T. M., & Strong, C. (2021). What omnichannel really means? Journal of Strategic Marketing, 29(7), 567–573. https://doi.org/10.1080/0965254X.2021.1937284

Amara, N., Rhaiem, M., & Halilem, N. (2020). Assessing the research efficiency of Canadian scholars in the management field: Evidence from the DEA and fsQCA. Journal of Business Research, 115, 296–306. https://doi.org/10.1016/j.jbusres.2019.10.059

Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 45–53. https://www.researchgate.net/publication/279332914_How_to_Win_in_an_Omnichannel_World

Bendoly, E., Blocher, J. D., Bretthauer, K. M., Krishnan, S., & Venkataramanan, M. A. (2005). Online/in-store integration and customer retention. Journal of Service Research, 7(4), 313–327. https://doi.org/10.1177/1094670504273964

Böhm, E., Eggert, A., & Thiesbrummel, C. (2017). Service transition: A viable option for manufacturing companies with deteriorating financial performance? Industrial Marketing Management, 60, 101–111. https://doi.org/10.1016/j.indmarman.2016.04.007

Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers' sales growth. Journal of Retailing, 91(2), 198–216. https://doi.org/10.1016/j.jretai.2014.12.005

Cao, L., & Li, L. (2018). Determinants of retailers' cross-channel integration: An innovation diffusion perspective on omni-channel retailing. Journal of Interactive Marketing, 44, 1–16. https://doi.org/10.1016/j.intmar.2018.04.003

Chai, L., & Wang, Y. (2022). Exploring the sustainable usage intention of BOPS: A perspective of channel integration quality. Sustainability, 14(21), 14114. https://doi.org/10.3390/su142114114

Chang, M. Z., & Li, A. H. (2020). The research on the impact of multichannel integration on cross-channel retention behavior. China Bus Market, 34(6), 41–50.

Chen, X., Su, X., Lin, W., Xu, A., Chen, J., & Zheng, Q. (2022). The effect of omnichannel integration on fresh food customer engagement from the viewpoint of flow experience. Sustainability, 14(21), 13914. https://doi.org/10.3390/su142113914

Cheng, C.-F., Chang, M.-L., & Li, C.-S. (2013). Configural paths to successful product innovation. Journal of Business Research, 66(12), 2561–2573. https://doi.org/10.1016/j.jbusres.2012.10.006

Chou, S.-Y., Shen, G. C., Chiu, H.-C., & Chou, Y.-T. (2016). Multichannel service providers' strategy: Understanding customers' switching and free-riding behavior. Journal of Business Research, 69(6), 2226–2232. https://doi.org/10.1016/j.jbusres.2015.12.034

Cui, T. H., Ghose, A., Halaburda, H., Iyengar, R., Pauwels, K., Sriram, S., Tucker, C., & Venkataraman, S. (2021). Informational challenges in omnichannel marketing: Remedies and future research. Journal of Marketing, 85(1), 103–120. https://doi.org/10.1177/0022242920968810

Deng, Q., Zhuang, G., Li, S., & Yang, H. (2022). A configurational analysis of cross-channel integration. Industrial Management and Data Systems, 122(7), 1686–1706. https://doi.org/10.1108/IMDS-06-2021-0388

Fainshmidt, S., Witt, M. A., Aguilera, R. V., & Verbeke, A. (2020). The contributions of qualitative comparative analysis (QCA) to international business research. Journal of International Business Studies, 51(4), 455–466. https://doi.org/10.1057/s41267-020-00313-1

Falk, T., Schepers, J., Hammerschmidt, M., & Bauer, H. H. (2007). Identifying cross-channel dissynergies for multichannel service providers. Journal of Service Research, 10(2), 143–160. https://doi.org/10.1177/1094670507306683

Fiss, P. C. (2007). A set-theoretic approach to organizational configurations. Academy of Management Review, 32(4), 1180–1198. https://doi.org/10.5465/amr.2007.26586092

Fiss, P. C. (2011). Building better causal theories: A fuzzy set approach to typologies in organization research. Academy of Management Journal, 54(2), 393–420. https://doi.org/10.5465/amj.2011.60263120

Goersch, D. (2002). Multi-channel integration and its implications for retail websites. ECIS 2002 Proceedings, 11. https://aisel.aisnet.org/ecis2002/11

Goraya, M. A., Zhu, J., Akram, M. S., Shareef, M. A., Malik, A., & Bhatti, Z. A. (2022). The impact of channel integration on consumers' channel preferences: Do showrooming and webrooming behaviors matter? Journal of Retailing and Consumer Services, 65, Article ID 102130. https://doi.org/10.1016/j.jretconser.2020.102130

Hajdas, M., Radomska, J., & Silva, S. C. (2022). The omni-channel approach: A utopia for companies? Journal of Retailing and Consumer Services, 65, Article ID 102131. https://doi.org/10.1016/j.jretconser.2020.102131

Hossain, T. M., Akter, S., Kattiyapornpong, U., & Dwivedi, Y. (2020). Reconceptualizing integration quality dynamics for omnichannel marketing. Industrial Marketing Management, 87, 225–241. https://doi.org/10.1016/j.indmarman.2019.12.006

Huré, E., Picot-Coupey, K., & Ackermann, C.-L. (2017). Understanding omni-channel shopping value: A mixed-method study. Journal of Retailing and Consumer Services, 39, 314–330. https://doi.org/10.1016/j.jretconser.2017.08.011

Kim, E. (2021). In-store shopping with location-based retail apps: Perceived value, consumer response, and the moderating effect of flow. Information Technology and Management, 22(2), 83–97. https://doi.org/10.1007/s10799-021-00326-8

Kim, E., Park, M.-C., & Lee, J. (2017). Determinants of the intention to use buy-online, pickup in-store (BOPS): The moderating effects of situational factors and product type. Telematics and Informatics, 34(8), 1721–1735. https://doi.org/10.1016/j.tele.2017.08.006

Kim, K., Han, S.-L., Jang, Y.-Y., & Shin, Y.-C. (2020). The effects of the antecedents of “buy-online-pick-up-in-store†service on consumer's BOPIS choice behaviour. Sustainability, 12(23), 9989. https://doi.org/10.3390/su12239989

Kokku, R. (2021). Omni and multi-channel: Relationship with utilitarian/hedonic benefits, shopping value and channel patronage. International Review of Management and Marketing, 11(2), 11–22. https://doi.org/10.32479/irmm.11215

Kurup, A. J., & Jain, P. (2018). Effect of e-loyalty cues on repurchase behavioural intentions among online shoppers. Indian Journal of Marketing, 48(11), 7–22. https://doi.org/10.17010/ijom/2018/v48/i11/137982

Kuruzovich, J., Viswanathan, S., Agarwal, R., Gosain, S., & Weitzman, S. (2008). Marketspace or marketplace? Online information search and channel outcomes in auto retailing. Information Systems Research, 19(2), 182–201. https://doi.org/10.1287/isre.1070.0146

Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2018). Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness. Journal of Services Marketing, 32(1), 70–82. https://doi.org/10.1108/JSM-01-2017-0035

Lee, W.-J. (2020). Unravelling consumer responses to omni-channel approach. Journal of Theoretical and Applied Electronic Commerce Research, 15(3), 37–49. https://doi.org/10.4067/S0718-18762020000300104

Levin, A. M., Levin, I. P., & Weller, J. A. (2005). A multi-attribute analysis of preferences for online and offline shopping: Differences across products, consumers, and shopping stages. Journal of Electronic Commerce Research, 6(4), 281–290.

Lewis, J., Whysall, P., & Foster, C. (2014). Drivers and technology-related obstacles in moving to multichannel retailing. International Journal of Electronic Commerce, 18(4), 43–68. https://doi.org/10.2753/JEC1086-4415180402

Li, J., Konuş, U., Langerak, F., & Weggeman, M. C. (2017). Customer channel migration and firm choice: The effects of cross-channel competition. International Journal of Electronic Commerce, 21(1), 8–42. https://doi.org/10.1080/10864415.2016.1204186

Li, Y., Liu, H., Lim, E. T., Goh, J. M., Yang, F., & Lee, M. K. (2018). Customer's reaction to cross-channel integration in omnichannel retailing: The mediating roles of retailer uncertainty, identity attractiveness, and switching costs. Decision Support Systems, 109, 50–60. https://doi.org/10.1016/j.dss.2017.12.010

Liu-Thompkins, Y., Khoshghadam, L., Shoushtari, A. A., & Zal, S. (2022). What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades. Journal of Retailing, 98(1), 92–110. https://doi.org/10.1016/j.jretai.2022.02.005

Mirsch, T., Lehrer, C., & Jung, R. (2016). Channel integration towards omnichannel management: A literature review. PACIS 2016 Proceedings, 288. http://aisel.aisnet.org/pacis2016/288

Mishra, S., Malhotra, G., Arora, V., & Mukhopadhyay, S. (2022). Omnichannel retailing: Does it empower consumers and influence patronage? International Journal of Retail and Distribution Management, 50(2), 229–250. https://doi.org/10.1108/IJRDM-04-2021-0199

Oh, L.-B., Teo, H.-H., & Sambamurthy, V. (2012). The effects of retail channel integration through the use of information technologies on firm performance. Journal of Operations Management, 30(5), 368–381. https://doi.org/10.1016/j.jom.2012.03.001

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105

Orendorff, A. (2018, February 20). An omni-channel commerce solution: The what, why, and how of retail's future. Shopify. https://www.shopify.com/in/enterprise/blog/omni-channel-commerce-solution

Pagani, M., Racat, M., & Hofacker, C. F. (2019). Adding voice to the omnichannel and how that affects brand trust. Journal of Interactive Marketing, 48(1), 89–105. https://doi.org/10.1016/j.intmar.2019.05.002

Pan, Y., & Zinkhan, G. M. (2006). Determinants of retail patronage: A meta-analytical perspective. Journal of Retailing, 82(3), 229–243. https://doi.org/10.1016/j.jretai.2005.11.008

Pappas, I. O., & Woodside, A. G. (2021). Fuzzy-set qualitative comparative analysis (fsQCA): Guidelines for research practice in information systems and marketing. International Journal of Information Management, 58, Article ID 102310. https://doi.org/10.1016/j.ijinfomgt.2021.102310

Pappas, I. O., Kourouthanassis, P. E., Giannakos, M. N., & Chrissikopoulos, V. (2016). Explaining online shopping behavior with fsQCA: The role of cognitive and affective perceptions. Journal of Business Research, 69(2), 794–803. https://doi.org/10.1016/j.jbusres.2015.07.010

Picot-Coupey, K., Huré, E., & Piveteau, L. (2016). Channel design to enrich customers' shopping experiences: Synchronizing clicks with bricks in an omni-channel perspective - The Direct Optic case. International Journal of Retail & Distribution Management, 44(3). https://doi.org/10.1108/IJRDM-04-2015-0056

Pookulangara, S., Hawley, J., & Xiao, G. (2011). Explaining multi-channel consumer's channel-migration intention using theory of reasoned action. International Journal of Retail & Distribution Management, 39(3), 183–202. https://doi.org/10.1108/09590551111115024

Ragin, C. C. (2008). Redesigning social inquiry: Fuzzy sets and beyond. University of Chicago Press.

Ragin, C. C. (2009). Qualitative comparative analysis using fuzzy sets (fsQCA). In Configurational comparative methods: Qualitative comparative analysis (QCA) and related techniques (Vol. 51, pp. 87–122). SAGE Publications, Inc. https://doi.org/10.4135/9781452226569

Ragin, C. C., & Fiss, P. C. (2008). Net effects analysis versus configurational analysis: An empirical demonstration. In C. C. Ragin (ed.), Redesigning social inquiry: Fuzzy sets and beyond (Vol. 240, pp. 190–212). University of Chicago Press.

Rajan, C. R., Swaminathan, T. N., & Pavithra, M. R. (2017). Key drivers of purchase intent by Indian consumers in omni-channel shopping. Indian Journal of Marketing, 47(5), 7–20. https://doi.org/10.17010/ijom/2017/v47/i5/114233

Romero-Castro, N., López-Cabarcos, M. Ã., & Piñeiro-Chousa, J. (2022). Uncovering complexity in the economic assessment of derogations from the European industrial emissions directive. Journal of Innovation & Knowledge, 7(1), Article ID 100159. https://doi.org/10.1016/j.jik.2021.11.001

Santos, S., & Gonçalves, H. M. (2019). Multichannel consumer behaviors in the mobile environment: Using fsQCA and discriminant analysis to understand webrooming motivations. Journal of Business Research, 101, 757–766. https://doi.org/10.1016/j.jbusres.2018.12.069

Saribut, S. (2022). Moderating effects of generation Y's online-to-offline e-commerce (O2O e-commerce) shopping experience. Indian Journal of Marketing, 52(8), 8–25. https://doi.org/10.17010/ijom/2022/v52/i8/171221

Schneider, C. Q., & Wagemann, C. (2012). Set-theoretic methods for the social sciences: A guide to qualitative comparative analysis. Cambridge University Press. https://doi.org/10.1017/CBO9781139004244

Sharma, J., Agarwal, B., & Malati, N. (2024). Examining the factors influencing eWOM through social networking sites and the effect of eWOM on consumers' purchase intention. Indian Journal of Marketing, 54(6), 65–82. https://doi.org/10.17010/ijom/2024/v54/i6/173947

Sharrow, K. (2019). The state of customer acquisition in retail: 6 trends happening right now. Quikly. https://hq.quikly.com/blog/the-state-of-customer-acquisition-in-retail-6-trends-happening

Skaaning, S.-E. (2011). Assessing the robustness of crisp-set and fuzzy-set QCA results. Sociological Methods & Research, 40(2), 391–408. https://doi.org/10.1177/0049124111404818

Sorescu, A., Frambach, R. T., Singh, J., Rangaswamy, A., & Bridges, C. (2011). Innovations in retail business models. Journal of Retailing, 87(Suppl1), S3–S16. https://doi.org/10.1016/j.jretai.2011.04.005

Straub, E. T. (2009). Understanding technology adoption: Theory and future directions for informal learning. Review of Educational Research, 79(2), 625–649. https://doi.org/10.3102/0034654308325896

Sun, Y., Yang, C., Shen, X.-L., & Wang, N. (2020). When digitalized customers meet digitalized services: A digitalized social cognitive perspective of omnichannel service usage. International Journal of Information Management, 54, Article ID 102200. https://doi.org/10.1016/j.ijinfomgt.2020.102200

Swoboda, B., & Fränzel, N. (2022). Links and effects of channel integration in the prepurchase and purchase stages of omnichannel retailers. International Journal of Electronic Commerce, 26(3), 331–354. https://doi.org/10.1080/10864415.2022.2076197

Van Nguyen, A. T., Halibas, A. S., McClelland, R., & Thuan, N. H. (2024). Configurational analysis of conditions influencing customers' channel switching intention in omnichannel retailing: A fuzzy-set analysis. Quality & Quantity, 58(1), 141–178. https://doi.org/10.1007/s11135-023-01633-8

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181. https://doi.org/10.1016/j.jretai.2015.02.005

Vis, B., & Dul, J. (2018). Analyzing relationships of necessity not just in kind but also in degree: Complementing fsQCA with NCA. Sociological Methods & Research, 47(4),872–899. https://doi.org/10.1177/0049124115626179

Wang, X., & Zhang, Q. (2018). Does online service failure matter to offline customer loyalty in the integrated multi-channel context? The moderating effect of brand strength. Journal of Service Theory and Practice, 28(6), 774–806. https://doi.org/10.1108/JSTP-01-2018-0013

Yin, C.-C., Chiu, H.-C., Hsieh, Y.-C., & Kuo, C.-Y. (2022). How to retain customers in omnichannel retailing: Considering the roles of brand experience and purchase behavior. Journal of Retailing and Consumer Services, 69, Article ID 103070. https://doi.org/10.1016/j.jretconser.2022.103070

Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018). The impact of channel integration on consumer responses in omni-channel retailing: The mediating effect of consumer empowerment. Electronic Commerce Research and Applications, 28, 181–193. https://doi.org/10.1016/j.elerap.2018.02.002

Zhang, W.-G., Zhang, Q., Mizgier, K. J., & Zhang, Y. (2017). Integrating the customers' perceived risks and benefits into the triple-channel retailing. International Journal of Production Research, 55(22), 6676–6690. https://doi.org/10.1080/00207543.2017.1336679

Zhang, Y., & Huang, S. (2024). The influence of visual marketing on consumers' purchase intention of fast fashion brands in China–An exploration based on fsQCA method. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1190571