Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time

This study examines the relationships among brand identity, brand image, and brand preference in the context of cyber (pure online) and offline-based extension (traditional brick-and-mortar to online) retail brands over time. We test a conceptual model with survey data gathered over three time periods. Our results show that offline-based extension brands have an advantage over cyber brands when it comes to translating a brand identity into a successful brand image, especially in the early Internet stages (i.e., introduction and elaboration stages). Offline-based extension brands gain positive spillover effects from their offline-based counterparts, but such effects take time, and are not evident in the early Internet stage. Both types of brands have to work hard in the introductory stage to create a successful brand image that manifests into consumer preference for the brand. With regards to Internet use, we found that cyber brands have a slight disadvantage when moving from the elaboration stage to the fortification stage.