Abstract
In the omnichannel era, retailers have increased opportunities to provide unique brand experiences using a multiplicity of offline and online channels and touchpoints. Although the concept of brand experience is clearly defined, some authors have demanded a revision of the way in which it is measured to capture the complex brand experiences provided by omnichannel retailers. This paper follows a comprehensive process of scale development to suggest a retailer brand experience scale within the omnichannel context, focusing on single-brand retailers as they are able to provide richer shopping experiences. Our validated scale consists of 19 items grouped into eight dimensions: sensory, affective, intellectual, behavioural, lifestyle, pragmatic, relational, and social. This scale widens the existing domain of the brand experience construct by incorporating aspects of experience facilitated by the expanding number of digital media and channels that have augmented the physical channel in the omnichannel retail context. We conclude by proving that omnichannel retailer brand experience has positive impacts on customer satisfaction and loyalty.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Ailawadi, K.L., and K.L. Keller. 2004. Understanding Retail Branding: Conceptual Insights and Research Priorities. Journal of Retailing 80(4): 331–342. https://doi.org/10.1016/j.jretai.2004.10.008.
Alloza, A. 2008. Brand Engagement and Brand Experience at BBVA, the Transformation of a 150 Years Old Company. Corporate Reputation Review 11(4): 371–379. https://doi.org/10.1057/crr.2008.31.
Anderson, J.C., and D.W. Gerbing. 1988. Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach. Psychological Bullentin 103(3): 411–423.
Arnold, M.J., K.E. Reynolds, N. Ponder, and J.E. Lueg. 2005. Customer Delight in a Retail Context: Investigating Delightful and Terrible Shopping Experiences. Journal of Business Research 58(8): 1132–1145. https://doi.org/10.1016/j.jbusres.2004.01.006.
Bagozzi, R., and Y. Yi. 1988. On the Evaluation of Structure Equation Models. Journal of the Academy of Marketing Science 16(1): 74–94. https://doi.org/10.1007/BF02723327.
Bagozzi, R., Y. Yi, and Y. Yi. 1991. Multitrait-Multimethod Matrices in Consumer Research. Journal of Consumer Research 17(4): 426–439.
Baswan, T., and F. Fatima. 2019. A Study on the Relationship Between Gender Preference and Brand Experience with Reference to Amazon Brand. Journal of Brand Management 16(4): 63–77.
Brakus, J.J., B.H. Schmitt, and L. Zarantonello. 2009. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing 73(3): 52–68. https://doi.org/10.1509/jmkg.73.3.52.
Brakus, J.J., B.H. Schmitt, and S. Zhang. 2014. Experiential Product Attributes and Preferences for New Products: The Role of Processing Fluency. Journal of Business Research 67(11): 2291–2298. https://doi.org/10.1016/j.jbusres.2014.06.017.
Burt, S., and K. Davies. 2010. From the Retail Brand to the Retail-er as a Brand: Themes and Issues in Retail Branding Research. International Journal of Retail and Distribution Management 38(11): 865–878. https://doi.org/10.1108/09590551011085957.
Carù, A., and B. Cova. 2003. Revisiting Consumption Experience: A More Humble but Complete View of the Concept. Marketing Theory 3(2): 267–286. https://doi.org/10.1177/14705931030032004.
Chattopadhyay, A., and J.L. Laborie. 2005. Managing Brand Experience: The Market Contact AauditTM. Journal of Advertising Research 45(1): 9–16. https://doi.org/10.1017/S0021849905050129.
Churchill, G.A. 1979. A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research 16(1): 64–73.
Cliffe, S.J., and J. Motion. 2005. Building Contemporary Brands: A Sponsorship-Based Strategy. Journal of Business Research 58(8): 1068–1077. https://doi.org/10.1016/j.jbusres.2004.03.004.
Corstjens, M., and R. Lal. 2000. Building Store Loyalty Through Store Brands. Journal of Marketing Research 37(3): 281–291. https://doi.org/10.1509/jmkr.37.3.281.18781.
de Oliveira Santini, F., W.J. Ladeira, C.H. Sampaio, and D.C. Pinto. 2018. The Brand Experience Extended Model: A Meta-Analysis. Journal of Brand Management 25(6): 519–535. https://doi.org/10.1057/s41262-018-0104-6.
Desmichel, P., and B. Kocher. 2019. Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons. Journal of Retailing. https://doi.org/10.1016/j.jretai.2019.09.002.
Dolbec, P.Y., and J.C. Chebat. 2013. The Impact of a Flagship Versus a Brand Store on Brand Attitude, Brand Attachment and Brand Equity. Journal of Retailing 89(4): 460–466. https://doi.org/10.1016/j.jretai.2013.06.003.
Fornell, C., and D.F. Larcker. 1981. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18(1): 39–50.
Gentile, C., N. Spiller, and G. Noci. 2007. How to Sustain the Customer Experience: An Overview of Experience Components that Co-create Value With the Customer. European Management Journal 25(5): 395–410. https://doi.org/10.1016/j.emj.2007.08.005.
Ha, H., and H. Perks. 2005. Effects of Consumer Perceptions of Brand Experience on the Web: Brand Familiarity, Satisfaction and Brand Trust. Journal of Consumer Behaviour 4(6): 438–452.
Hair, J., R.W. Anderson, R.L. Tatham, and W.C. Black. 2005. Multivariate Data Analysis. Upper Saddle River: Prentice Hall.
Hamzah, Z.L., S.F. Syed Alwi, and M.N. Othman. 2014. Designing Corporate Brand Experience in an Online Context: A Qualitative Insight. Journal of Business Research 67(11): 2299–2310. https://doi.org/10.1016/j.jbusres.2014.06.018.
Hoch, S.J. 2002. Product Experience Is Seductive. Journal of Consumer Research 29(3): 448–454. https://doi.org/10.1086/344422.
Holbrook, M.B., and E.C. Hirschman. 1982. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research 9(2): 132–140.
IAB Spain. (2019). Estudio annual Mobile & Connected Devices. https://iabspain.es/estudio/estudio-anual-de-mobile-connected-devices/
Iglesias, O., J.J. Singh, and J.M. Batista-Foguet. 2011. The Role of Brand Experience and Affective Commitment in Determining Brand Loyalty. Journal of Brand Management 18(8): 570–582. https://doi.org/10.1057/bm.2010.58.
Ishida, C., and S. Taylor. 2012. Retailer Brand Experience, Brand Experience Congruence, and Consumer Satisfaction. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior 25: 63.
Jones, R., and Y.K. Kim. 2011. Single-Brand Retailers: Building Brand Loyalty in the Off-line Environment. Journal of Retailing and Consumer Services 18(4): 333–340. https://doi.org/10.1016/j.jretconser.2011.02.007.
Jones, R.P., and R.C. Runyan. 2013. Brand Experience and Brand Implications in a Multi-channel Setting. International Review of Retail, Distribution and Consumer Research 23(3): 265–290. https://doi.org/10.1080/09593969.2013.781531.
Keller, K.L. 2014. Consumer Brand Relationships. Journal of Brand Management 21(5): 365. https://doi.org/10.1057/bm.2014.21.
Keller, K.L., and D.R. Lehmann. 2006. Brands and Branding: Research Findings and Future Priorities. Marketing Science 25(6): 740–759. https://doi.org/10.1287/mksc.1050.0153.
Kerin, R.A., A. Jain, and D.J. Howard. 1992. Store Shopping Experience and Consumer Price-Quality-Value Perceptions. Journal of Retailing 68(4): 376–397.
Khan, I., and M. Fatma. 2017. Antecedents and Outcomes of Brand Experience: An Empirical Study. Journal of Brand Management 24(5): 439–452. https://doi.org/10.1057/s41262-017-0040-x.
Khan, I., and Z. Rahman. 2016. Retail Brand Experience: Scale Development and Validation. Journal of Product and Brand Management 25(5): 435–451. https://doi.org/10.1108/JPBM-07-2015-0943.
Kumar, A., and B. Anjaly. 2017. How to Measure Post-purchase Customer Experience in Online Retailing? A Scale Development Study. International Journal of Retail and Distribution Management 45(12): 1277–1297. https://doi.org/10.1108/IJRDM-01-2017-0002.
Lemon, K.N., and P.C. Verhoef. 2016. Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing 80(6): 69–96. https://doi.org/10.1509/jm.15.0420.
Malhotra, N.K., and D.F. Birks. 2007. Marketing Research: An Applied Approach. London: Pearson Education.
Martenson, R. 2007. Corporate Brand Image, Satisfaction and Store Loyalty: A Study of the Store as a Brand, Store Brands and Manufacturer Brands. International Journal of Retail and Distribution Management 35(7): 544–555. https://doi.org/10.1108/09590550710755921.
Michaud-Trevinal, A., and T. Stenger. 2014. Journal of Retailing and Consumer Services Toward a conceptualization of the online shopping experience. Journal of Retailing and Consumer Services 21(3): 314–326. https://doi.org/10.1016/j.jretconser.2014.02.009.
Neslin, S.A., K. Jerath, A. Bodapati, E.T. Bradlow, J. Deighton, S. Gensler, L. Lee, E. Montaguti, R. Telang, R. Venkatesan, P.C. Verhoef, and Z.J. Zhang. 2014. The Interrelationships Between Brand and Channel Choice. Marketing Letters 25(3): 319–330. https://doi.org/10.1007/s11002-014-9305-2.
Nunnally, J., and I. Bernstein. 1994. Psychometric Theory. New York: McGraw Hill.
Nysveen, H., P.E. Pedersen, and S. Skard. 2013. Brand Experiences in Service Organizations: Exploring the Individual Effects of Brand Experience Dimensions. Journal of Brand Management 20(5): 404–423. https://doi.org/10.1057/bm.2012.31.
Oliver, R.L. 1980. Reproduced with Permission of the Copyright Owner: Further Reproduction Prohibited Without. Journal of Marketing Re 17(4): 460–469.
Özer, S.U., and B.Ç. Köse. 2013. A Research on the Relationship Between Brand Experience and Brand Name with Customer Satisfaction. Journal of Tourism and Hospitality Management 1(1): 10–21.
Patton, M. 2002. Qualitative Research and Evaluation Methods, 3rd ed. Thousand Oaks: Sage Publications.
Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard Business Review, July-August, 96–105.
Podsakoff, P.M., S.B. MacKenzie, J.Y. Lee, and N.P. Podsakoff. 2003. Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies. Journal of Applied Psychology 88(5): 879–903. https://doi.org/10.1037/0021-9010.88.5.879.
Saghiri, S., R. Wilding, C. Mena, and M. Bourlakis. 2017. Toward a Three-Dimensional Framework for Omni-Channel. Journal of Business Research 77(March): 53–67. https://doi.org/10.1016/j.jbusres.2017.03.025.
Şahin, A., C. Zehir, and H. Kitapçi. 2011. The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research on Global Brands. Procedia - Social and Behavioral Sciences 24: 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143.
Sarkar, A., J.G. Sarkar, and G. Bhatt. 2019. Store Love in Single Brand Retailing: The Roles of Relevant Moderators. Marketing Intelligence and Planning 37(2): 168–181. https://doi.org/10.1108/MIP-05-2018-0148.
Schmitt, B. 1999. Experiential Marketing. Journal of Marketing Management 15(1–3): 53–67. https://doi.org/10.1362/026725799784870496.
Schmitt, B. 2009. The Concept of Brand Experience. Journal of Brand Management 16(7): 417–419. https://doi.org/10.1057/bm.2009.5.
Schmitt, B., J. Brakus, and L. Zarantonello. 2015. The Current State and Future of Brand Experience. Journal of Brand Management 21(9): 727–733. https://doi.org/10.1057/bm.2014.34.
Verhoef, P.C., P.K. Kannan, and J.J. Inman. 2015. From Multi-Channel Retailing to Omni-Channel Retailing Introduction to the Special Issue on Multi-Channel Retailing. Journal of Retailing 91(2): 174–181. https://doi.org/10.1016/j.jretai.2015.02.005.
Verhoef, P.C., K.N. Lemon, A. Parasuraman, A. Roggeveen, M. Tsiros, and L.A. Schlesinger. 2009. Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing 85(1): 31–41. https://doi.org/10.1016/j.jretai.2008.11.001.
Zaichkowsky, J.L. 1985. Measuring the Involvement Construct Linked references are available on JSTOR for this Article : Measuring the Involvement Construct *. Journal of Consumer Research 12(3): 341–352. https://doi.org/10.3758/BF03200970.
Zarantonello, L., and B.H. Schmitt. 2010. Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behaviour. Journal of Brand Management 17(7): 532–540. https://doi.org/10.1057/bm.2010.4.
Zeithaml, V.A., L.L. Berry, and A. Parasuraman. 1996. The Behavioral Consequences of Service Quality. Journal of Marketing 60(April): 31–46.
Acknowledgements
This work was supported by the Spanish Ministry of Science, Innovation and Universities, Spanish State Research Agency (Research Grant ECO 2017-83051-R).
Author information
Authors and Affiliations
Corresponding author
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Frasquet-Deltoro, M., Molla-Descals, A. & Miquel-Romero, MJ. Omnichannel retailer brand experience: conceptualisation and proposal of a comprehensive scale. J Brand Manag 28, 388–401 (2021). https://doi.org/10.1057/s41262-021-00233-x
Revised:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1057/s41262-021-00233-x