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http://dx.doi.org/10.18807/jsrs.2018.8.3.097

A Study on the Influence of Omni-Channel Brand Experience on Omni-Channel Brand Relationship Formation and Achievements  

Ock, Jungwon (Dept. of business administration, Catholic of University in Busan)
Yun, Daehong (The Research Institute of Knowledge Service and Consulting, Dong-A University)
Kang, Yeolwoo (Dept. of korean music, Pusan Arts College)
Publication Information
Journal of Service Research and Studies / v.8, no.3, 2018 , pp. 97-114 More about this Journal
Abstract
This study was intended to empirically examine the influence that the omni-channel brand experience would have on omni-channel brand relationship formation and achievements. All hypotheses were adopted, except for 1 hypothesis(Hypothesis 5), among 12 hypotheses. Specific results were as below: First, omni-channel brand experience had a positive(+) influence on brand trust(Hypothesis 1), brand identification(Hypothesis 2), and consumer-brand relationship(Hypothesis 3) as a whole. The brand trust had a positive(+) influence on brand identification(Hypothesis 4), but did not have statistically significant influence on consumer-brand relationship(Hypothesis 5). Meanwhile, brand identification had a positive(+) influence on consumer-brand relationship(Hypothesis 6). Second, consumer-brand relationship had a positive(+) influence on re-purchase intention(Hypothesis 7), word-of-mouth intention(Hypothesis 8), and brand extension acceptability(Hypothesis 9) as a whole. Finally, omni-channel brand showed the following relationship with and achievements. re-purchase intention had a positive(+) influence on both word-of-mouth intention(Hypothesis 10) and brand extension acceptability(Hypothesis 11) while word-of-mouth intention had a positive(+) influence on brand extension acceptability. The results of this study may provide theoretical and practical implications for marketing managers' understanding and strategy planning in connection with consumer experience and relationship formation promoted recently by omni-channel brands of distribution companies.
Keywords
Omni-Channel; Brand Experience; Brand Trust; Brand Identification; Consumer-Brand Relationship;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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