Earticle

초록

영어

As franchise systems expand, concerns arise regarding whether intra-brand proximity intensifies intra-brand competition or contributes to market expansion across online and offline channels. Existing studies often neglect the channel-specific variations of these effects and the moderating role of inter-brand competition. This study examines how intra-brand proximity and inter-brand competition influence store performance in an omnichannel retail context, applying a 1.5 km threshold. Leveraging sales data from a South Korean multi-brand retailer, we apply a multilevel random intercept model and the Gaussian copula method to mitigate endogeneity concerns. The findings indicate that in offline markets, intra-brand proximity initially enhances sales through agglomeration effects; however, this effect dissipates after accounting for endogeneity. Inter-brand competition enhances offline sales, particularly in low-density areas. In online markets, intra-brand proximity exacerbates intra-brand competition, leading to lower sales, whereas inter-brand competition amplifies these pressures further. These findings underscore the necessity of strategically managing store proximity in omnichannel retail environments.

목차

Abstract
Introduction
Theoretical Background
Store Proximity
Intra-brand Competition
Inter-brand Competition
Omnichannel Retailing
The Role of Geographic Distance in Offline and OnlineShopping
Research Method
Data
Variable Definition
Method
Results
Discussion and Conclusion
References

저자

• Xuanting Jin [ Korea University ]
• Sungyong Um [ Chung-Ang University ]
• Taekyung Kim [ Kyung Hee University ]
• Dongwon Lee [ Korea University ]

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