In the channel-mix era, the customer journey involves combining channels during
all the stages of the decision-making process, such that creating and maintaining relationships
with consumers poses a challenge to retailers. This work seeks to explore what role brands
play in this issue by analyzing what impact the perceived benefits of brand channel-mix have
on consumer self-brand connection (SBC) and what their effect is in enduring consumer-brand
relationships (i.e., future channel-mix use and word of mouth (WOM)). This paper also
explores the moderating role of product involvement in these relations.
