According to my research on different business models, I can say that based on the information provided within the question these type of companies are mostly referred to as Bricks and Clicks. Like mentioned in the question these are companies that follow a business model in which the business operates both an online store (clicks) and an offline store (bricks).
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On the advice of social psychologists, a technology company decides to pay an unreasonable amount of money to a well-liked celebrity to promote a new product. The company is taking the NOT CENTRAL route of persuasion and using CLASSICAL conditioning to make potential customers develop a positive attitude about the product.
