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EMAC 2022 Annual

Are e-retailer brands affected by the manufacturer brands they offer? The case of beauty subscription boxes

Published: May 24, 2022


Richard Huaman-Ramirez, EM Strasbourg Business School; Jean-François TOTI, Université de Lille - IAE


This study focuses on how manufacturer brands influence the e-retailer brand from the experiential marketing approach. A sample of 252 beauty box subscribers took part in our study, and we used PLS-SEM to test our hypotheses. Our findings show that manufacturer brand experience positively and directly affects e-retailer brand experience, which in turn positively affects e-retailer brand satisfaction.