"Omnichannel Retail Brand Experience
: An investigation into the concept and its influence on Consumers’ Brand Loyalty Behaviour.

Student thesis: Doctoral Thesis


Omnichannel brand experience is one of the most promising concepts emerging in consumer behaviour research over the past few years. The concept can be viewed as a cross-channel, customer-centric approach through which companies aim to provide a seamless, unified and contextual customer experience, irrespective of device or channel of interaction. Although the concept of brand experience is clearly defined, studies exploring the influencing factors of omnichannel brand experience in the fashion and apparel retail industry are limited, and the topic needs more clarity.
This research provides a comprehensive overview of the Omnichannel Retail Brand
Experience (Omnichannel Retail Brand Experience) phenomenon by identifying its
theoretical foundations and attempting to explore the Omnichannel Retail Brand
Experience concept from a holistic, multidimensional perspective, considering both offline and online retail environments under a single study. A comprehensive process of scale development is followed that results in the development of a validated scale consisting of 27 items grouped into 3 dimensions -In-store Brand Experience, Website Brand Experience, and Social Media Experience. This scale widens the existing domain of the Omnichannel Retail Brand Experience construct by offering a more comprehensive and accurate representation of Omnichannel Retail Brand Experience. The research concludes by providing evidence that Omnichannel Retail Brand Experience positively impacts consumers’ subsequent behaviours, namely brand loyalty, repurchase intention, and word of mouth, and the effect is mediated by consumer satisfaction. The findings will offer retailers a more fine-grained understanding of how to tailor Omnichannel Retail Brand Experience to enhance the brand loyalty behaviours of consumers. This research presents a unique meeting point between brand experience and omnichannel retailing and opens doors for future research in this direction.
Date of Award23 May 2023
Original languageEnglish
Awarding Institution
  • University of Roehampton
SupervisorMohammed Rafiq (Director of Studies) & Haytham Siala (Co-Supervisor)


  • Omnichannel retail brand experience
  • retail consumer experience
  • Omnichannel experience
  • brand experience
  • Retail experience

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