The Relationship between Omnichannel Experience, Brand Image, and Customers’ Purchase Intention: A Case Study of Pomelo Brand
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Abstract
This research aimed to 1) explore relationship between omnichannel experience, brand image, and customers’ purchase intention on Pomelo brand, and 2) to explore the relationship between brand image and customers’ purchase intention on Pomelo brand. The findings can help fashion brand or brand that has implemented omnichannel strategy to build positive customer experience and brand image which, in turn, leading to a long-term relationship with customers. This study employed an online survey research. Self-administered questionnaires were used to collect data from 200 females, aged between 18 to 40 years old, which were the main target of Pomelo brand. The sample size was calculated based on G*Star Power program with a medium effect size (0.25). The findings showed that omnichannel experience positively correlated with brand image and the customers’purchase intention on Pomelo brand at a significant level, especially the personalization dimension. Meanwhile, the intimacy dimension of brand image most correlated with the customers’ purchase intention on Pomelo brand.
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ข้อความและความเห็นในวารสารนิเทศศาสตร์และนวัตกรรม นิด้า เป็นของผู้เขียนแต่ละท่าน มิใช่ของคณะนิเทศศาสตร์และนวัตกรรมการจัดการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
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