5. DISCUSSION AND CONCLUSION
5.5 Limitations and Future Research
The main limitation of this study is the period in which this research has been conducted.
Throughout this entire study, COVID-19 has massively changed the way in which people consume their products, as a result of closed stores and shopping restrictions. From physical stores being closed to being the only sector that is allowed to open their doors and back to entirely closing their doors again. Although none of the respondents have mentioned COVID-19, it could be that respondents have unconsciously answered the interview questions with these restrictions in mind. This limitation creates direction for future research, whereby the same research could be conducted without the presence of COVID-19, and therefore, with normal shopping circumstances. Besides that, only a few cosmetic brands have been mentioned by the respondents and it could therefore not be entirely generalized to the cosmetic industry as a whole. Directions for future research could include more or different cosmetic brands or even look at different industries to see if the outcomes apply to other industries as well. Furthermore, this study has not taken the age aspect into account.
Iplementing the age aspect into the research and whether respondents are digital natives could be another future research direction to find out whether age itself already influences the
shopping channel. The literature has mentioned multiple other influences of digital disintermediation. Future research could take into account the previously researched influences and this study’s results to see what weights more. That means, does increased customer-based brand equity outweigh the retailer conflict digital disintermediation could cause? Comparing these outcomes should be on the research agenda.
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APPENDIX A
Participant Information Sheet
Project Title: The influence of digital disintermediation on a brand’s consumer-based brand equity
Investigator: Vivian Loomans, Faculty of Economics and Business, University of Amsterdam. Maassluisstraat 74, 1062 GE Amsterdam, the Netherlands.
Invitation to participate:
I would like to invite you to participate in this research project. You should only participate if you want to; choosing not to take part will not disadvantage you in any way. Before you decide whether you want to take part, it is important for you to understand why the research is being done and what your participation will involve. Please take time to read the following information carefully and discuss it with others if you wish. Please ask if there is anything that is not clear or if you would like to know more information.
Purpose of the research:
Up un till now, the academic literature has covered only a few consequences of digital disintermediation. According to Yoo, Lee and Kim (2009) digital disintermediation increases the threat to independent retailers and causes a channel conflict between the manufacturer and the traditional retailer. Another consequence of disintermediation is that direct e-commerce between producers and consumers will most likely lower coordination costs in the trading structure. In a study by Schantz et al., (2018), it is mentioned that direct e-commerce provides the manufacturer with the benefit of capturing customer information. There is, however, no empirical work available on the threats, opportunities and implications for brand building as a consequence of disintermediation (Gielens et al., 2019), and therefore, the central research question for this study is:
How does digital disintermediation influence a brand’s overall consumer-based brand equity?
How long will the study last?
The interviews will take place in November 2020. Each interview will take approximately 30-45 minutes.
How will the data be used?
The data will be analyzed using grounded theory to develop a deeper understanding of the Influence of digital disintermediation on customer-based brand equity. The results will inform businesses planning to digitally disintermediate about the challenges, opportunities and threats of doing so.
Ethics and confidentiality:
This research project has received the ethical approval from the University of Amsterdam, Faculty of Economics and Business. Confidentiality is an important aspect of the research
and is discussed in depth with each participant to ensure that no disadvantage occurs as a result of the research. Individual participants will have the right to review typed transcripts of their interview and may keep copies of these for their own purposes. No organization or individual, other than the investigator named above, will have access to audio recordings or full transcripts.
Agreeing to take part:
If you are happy to take part, please respond to the invitation email and a suitable interview time will be arranged with you. If you agree to take part in this study, you will be asked to sign the Consent Form attached when you are interviewed. You will be given a copy of both the Participant Information Sheet and the Consent Form to keep.
Investigator contact:
Email: vivianloomans@hotmail.com Mob: +31620053027
Consent for Participation in Interview Research
I volunteer to participate in a research project conducted by Vivian Loomans, a master student from the University of Amsterdam, the Netherlands. I understand that the project is designed to gather documentary accounts of the consequences of digital disintermediation on consumer-based brand equity. I will be one of approximately 15 people being interviewed for this research.
1. My participation in this project is voluntary. I understand that I will not be paid for my participation. I may withdraw and discontinue participation at any time without penalty.
2. If I feel uncomfortable in any way during the interview session, I have the right to decline to answer any question or to end the interview.
3. Participation involves being interview by Vivian Loomans from the University of
Amsterdam. The interview will last approximately 30-45 minutes. Notes will be written down during the interview and an audio tape of the interview and a transcript will be made. I will be provided with a transcript of the interview and directed to any specific section where I may be easily identifiable from my comments. I will be allowed to retract or clarify any information in the transcript.
4. I understand that the researcher will not identify me by name or institution in any reports using information obtained from this interview, and that my confidentiality as a participant in this study will remain secure. Subsequent uses of records and data will be subject to standard data use policies which protect the anomy of individuals and institutions. Transcripts or raw data of any kind will not be shared with any other person or institution for the purpose of transcription, where the transcriber is under obligation to preserve anonymity.
5. Transcripts of raw data of any kind will not be shared with any other person or institution except for the purposes of transcription, where the transcriber is under obligation to preserve anonymity.
6. I have read and understand the explanation provided to me. I have had all my questions answered to my satisfaction, and I voluntarily agree to participate in this study.
7. I have been given a copy of this consent form.
Signature ________________________________________________________
Printed Name ____________________________________________________
Investigator Signature ______________________________________________
Date ____________________________________________________________
For further information, please contact:
Vivian Loomans, Faculty of Economics and Business, University of Amsterdam
Email: vivianloomans@hotmail.com
Amsterdam Business School Plantage Muidergracht 12 1012 TV Amsterdam The Netherlands T +31 20 525 7384 www.abs.uva.nl
Date Our reference
Contact Telephone E-Mail
Subject
November 02, 2020 EC 20201102111131
Sophia de Jong (31)20-5255311 secbs-abs@uva.nl
EBEC approval To: Hollen
Ethics Committee Economics and Business (EBEC) University of Amsterdam
Dear Rick Hollen,
The Economics & Business Ethics Committee (University of Amsterdam) received your request nr
20201102111131 to approve your project "The influence of digital disintermediation on customer-based brand equity: A qualitative study".
We evaluated your proposed research in terms of potential impact of the research on the participants, the level and types of information and explanation provided to the participants at various stages of the research process, the team's expertise in conducting the proposed analyses and particularly in terms of restricted access to the data to guarantee optimal levels of anonymity to the participants.
The Ethics Committee approves of your request.
The information as filled in the form, can be found at
https://www.creedexperiment.nl/EBEC/showprojectAVG.php?nummer=20201102111131
Best regards,
On behalf of the Ethics Committee Economics and Business,
Prof. Dr. J.H. Sonnemans Chairman of the Committee
Page 1/1
APPENDIX B
General Interview Script
I would first like to thank you for taking time to participate in my Master Thesis research.
My name is Vivian Loomans and I am a Business Student at the University of Amsterdam.
As mentioned in the Participation Information Sheet you received and signed earlier, the goal of this research is to investigate whether and how digital disintermediation influences the brand equity from your perspective, i.e. the customer’s perspective. That is, brands tend to sell more directly to their customers these days through their own platforms by cutting of retailers, also digital disintermediation. I have just finished the literature review of my thesis and I am now in the phase whereby I am interviewing fifteen people who have recently bought cosmetic products and have both experience in buying them via the brand’s web shop as well as in-store via retailers. This interview will last about 30-45 minutes. I will first start off with some background questions and then dig deeper into the topic. Please ask for clarification during the interview if anything is unclear to you.
Introduction/background questions
o Is it okay if I record this interview? I will keep these recordings safely stored on my computer and keep them to myself.
o Could you give me a short introduction about yourself? Just for me to get to know you a little better.
o Is it correct that you recently bought any cosmetic products? If yes, did you do so online via the brand’s web shop or in-store?
o If you feel comfortable telling, could you tell me what you bought and from which brand?
o Do you always purchase your cosmetic products this way?
Brand Experience
o Does shopping via the brand’s web shop make you feel like you are part of the community compared to in-store. Why yes or why not?
o What do you think about the convenience of shopping through this mean compared to the other?
o What do you think of the personalized deals & recommendations you get through this mean of shopping compared to the other?
Perceived Quality
o Do you feel like you get enough help if you purchase your cosmetic products this way in terms of expertise, advice and information? Why yes or why not?
o What do you think of the exclusivity feel if you purchase your products through this mean? Please explain
o Does price mean anything to you in terms of quality and do you think it differs for buying it through the brand’s online web shop or in-store via a retailer?
Brand Loyalty
o Do you have the option to save loyalty points for this brand if you purchase through that channel compared to the other?
o Do you care about reward systems? Why yes or why not?
o Would you purchase the same item again if you run out of it in the exact same way and why?
This is the end of the interview. Would you like to add anything. I will send you a copy of the transcript in the upcoming week for final approval to use it for my thesis. Thanks again for your time!
Interview transcript with Customer M
Note: This is a random chosen interview amongst the respondents to provide transparency on the interview process.
INTRODUCTION/BACKGROUND
• Short introduction about yourself?
- 21 year old communication student
- Love traveling on my own around the world
- Make-up and skincare fan
• Recently bought any cosmetic products? Online their webshop/in-store?
Yes, I actually bought a new foundation bottle from Maybelline last month via their own
web shop. I think I landed there via their Instagram page. You know this swipe-up
function they have that redirects you to their web shop.. I think they tricked me there and
I needed a new bottle anyways. I also ordered a new mascara then.
• If you feel comfortable, please tell me what you have bought and from which
brand.
Yes sure, I bought a foundation and a mascara. Do you need to know the exact name or
color codes of the products?
• No, this is alright. How do you feel about the brand in general?
I think it is a cool brand with a cool vibe. They used Gigi Hadid for a long time as their
face on commercials and everything and she’s amazing so.. awesome brand, long-lasting
products and also relatively affordable for a poor student like me.. I also have struggled with acne for quite a while now and their products are covering that really wel. You could
say I am a fan.
• Do you always buy your products in this way (online/physical retailer)?
Well, I used to buy their products in-store as well for instance at Kruidvat or Etos, but
now pretty much always online via their webshop.
BRAND EXPERIENCE
• So shopping via Maybelline’s web shop does that make you feel like you are a
part of the community of the brand and why yes / why not?
Yes it absolutely does. You know, on the bottom of Maybelline’s website they have this
feature where all the ‘Maybelline make-up fans’ are shown. It is so smart using this
user-generated content to make them feel part of the community. I just learned that word in
school. It really makes me feel part of their community and also wanting to be part of the community.
• And what do you think about the convenience of buying your foundation
online and/or via Kruidvat and Etos?
Yes I mean for the foundation I just have a standard shade I always go with so that’s just easy. Actually, also if you do not know exactly what you want but you are certain
this is the brand you want to buy the products from, they have great tools to find out
what suits you best. I tested different shades of foundation through their app. It is not
only the case for foundations, but think of lipstick colors, eye shadows, everything.
They barely need testers in store anymore. It just works like this *shows tool*. I take
this picture and apply different shades of make-up you can see that this one matches
with my neck and this one absolutely doesn’t. From there it is just an easy click and
add it to my basket and there we go.
• Great tool. Do you also feel like you get personalized deals &
recommendations by this mean of shopping?
Yes I do not need the foundation tool anymore actually for that reason. If you have bought products from Maybelline in the past it also provides you with