The (Mis)alignment between Offline and Online Brand Image
Title: The (Mis)alignment between Offline and Online Brand Image: A Qualitative Study based on Customers’ Brand Associations of the Swedish Beauty Retailer Kicks. Purpose: The purpose is to explore the alignment or misalignment of a beauty retailer’s offline and online brand image based on customers’ brand associations. Theory: To explore a beauty retailer’s offline and online brand image, Kelle