Ảnh hưởng của trải nghiệm hợp kênh đến trung thành và kết dính thương hiệu thông qua tình yêu thương hiệu:  Mô hình tác động trực tiếp và gián tiếp

Khôi Nguyễn Hữu

doi:10.24311/jabes/2025.36.7.02

Authors

Khôi Nguyễn Hữu Trường Đại học Nha Trang Author

DOI:

https://doi.org/10.24311/jabes/2025.36.7.02

Keywords:

Brand passion, Brand intimacy, Brand love, Brand Stickiness, Loyalty, Omnichannel experience

Abstract

The role of omnichannel experience and its underlying mechanisms through which this variable influences loyalty and stickiness have received little attention. Drawing on engagement theory, this study proposes a model comprising both direct and indirect effects among omnichannel experience, brand love, including brand intimacy and brand passion, and positive brand outcomes, encompassing loyalty and stickiness. Hypothesis testing using partial least squares structural equation modeling (PLS-SEM) with a sample of 355 consumers in Khanh Hoa supports all proposed hypotheses. Accordingly, the study provides deeper insights into the significant contribution of omnichannel experience in fostering consumer brand loyalty and stickiness, as well as clarifying the role of brand love as the mechanism connecting these variables. Based on the research results, theoretical implications regarding the relationships among the variables are discussed, and managerial implications are proposed to enhance positive omnichannel experiences and brand love

References

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of The Academy of Marketing Science, 27(2), 184-206.

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68.

Bustamante, J. C., & Rubio, N. (2017). Measuring customer experience in physical retail environments. Journal of Service Management, 28(5), 884-913.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.

Cetin, G., & Walls, A. (2015). Understanding the customer experiences from the perspective of guests and hotel managers: Empirical findings from luxury hotels in Istanbul, Turkey. Journal of Hospitality Marketing & Management, 25(4), 395-424.

Gao, M., & Huang, L. (2021). Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness. Journal of Retailing and Consumer Services, 63. doi: 10.1016/j.jretconser.2021.102688

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd Ed.). Thousand Oaks, California: Sage Publications.

Hsu, C. L., & Lin, J. C. C. (2016). Effect of perceived value and social influences on mobile app stickiness and in-app purchase intention. Technological Forecasting and Social Change, 108,

42-53.

Kang, J. (2018). Finding desirable post-consumption behaviors: An investigation of luxury value and romantic brand love relationships. International Journal of Contemporary Hospitality Management, 30(9), 2984-3003.

Khoi, N. H., & Le, A. N. H. (2022). Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement. International Journal of Contemporary Hospitality Management, 34(7), 2425-2449.

Kim, J., Song, H., Choi, J., Kim, Y., & Hong, J. (2021). Channel stickiness in the shopping journey for electronics: Evidence from China and South Korea. Journal of Business Research, 130,

506-516.

Kumar, V., Rajan, B., Gupta, S., & Pozza, I. D. (2019). Customer engagement in service. Journal of the Academy of Marketing Science, 47(1), 138-160.

Li, C. Y., Liao, C.-H., & Fang, Y. H. (2025). A dedication-constraint model of omnichannel shopping journey. Electronic Markets, 35(1). doi: 10.1007/s12525-025-00774-y

Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60. doi: 10.1016/j.jretconser.2021.102478

Lin, S. W., Huang, E. Y., & Cheng, K. T. (2022). A binding tie: why do customers stick to omnichannel retailers? Information Technology & People, 36(3), 1126-1159.

Malhotra, G., & Ramalingam, M. (2025). Unlocking omnichannel capabilities to understand consumer retention: Unravelling cross-channel integration and consumer empowerment. Benchmarking: An International Journal. doi: 10.1108/bij-04-2024-0264

Pansari, A., & Kumar, V. (2016). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45(3), 294-311.

Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., & Iacobucci, D. (2010). Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing, 74(6), 1-17.

Quach, S., Barari, M., Moudrý, D. V., & Quach, K. (2022). Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65. doi: 10.1016/j.jretconser.2020.102267

Rahman, S. M., Carlson, J., Chowdhury, N. H., Gudergan, S. P., Wetzels, M., & Grewal, D. (2025a). Share of time in omnichannel retailing: Definition and measurement. Journal of Retailing, 101(2), 279-297.

Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2022). Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact. Journal of Retailing, 98(4), 611-632.

Rahman, S. M., Carlson, J., Gudergan, S. P., Wetzels, M., & Grewal, D. (2025b). How do omnichannel customer experiences affect customer engagement? Theory and empirical validation. Journal of Business Research, 189. doi: 10.1016/j.jbusres.2025.115196

Roy, S. K., Lassar, W. M., & Butaney, G. (2014). The mediating impact of stickiness and loyalty on word-of-mouth promotion of retail websites. European Journal of Marketing, 48(9/10), 1828-1849.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170.

Smith, J. B., & Colgate, M. (2007). Customer value creation: A practical framework. Journal of Marketing Theory and Practice, 15(1), 7-23.

Sternberg, R. J. (1986). A triangular theory of love. Psychological Review, 93(2), 119-135.

Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omnichannel retailing. Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181.

Vlachos, P. A., Theotokis, A., Pramatari, K., & Vrechopoulos, A. (2010). Consumer‐retailer emotional attachment: Some Antecedents and the Moderating Role of Attachment Anxiety. European Journal of Marketing, 44(9/10), 1478-1499.

Yim, C. K., Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services. Journal of Marketing Research, 45(6), 741-756.

Yin, C. C. (2024). Integrating or tailoring? Optimizing touchpoints for enhanced omnichannel customer experience. Journal of Research in Interactive Marketing, 19(6), 1001-1017.

Zhang, X., Park, Y., Park, J., & Zhang, H. (2024). Demonstrating the influencing factors and outcomes of customer experience in omnichannel retail. Journal of Retailing and Consumer Services, 77, 103622. doi: 10.1016/j.jretconser.2023.103622