Postmodern consumers experience brands within numerous in-store and out-of-store contexts, and they tend to focus on their holistic experience with the brands across various retail scenarios. Technology developments and interconnected markets have generated new approaches to create value in the relationships between brand manufacturers, retailers, and consumers. The objective of this research is to understand how the interaction of brand cues and retail contexts affects consumer behavior. Two experiments indicate that when the brand and the retail setting present congruent brand cues, the high appeal brand cues increase consumer’s buying intentions. However, when the brand and retail context are incongruent, purchase intensions are increased by low appeal brand cues. The results provide relevant insights for academics and practitioners to arrive at a more comprehensive understanding of consumer behavior in today’s retail scenarios.
