An exploration of the impact of omnichannel integration on the consumer decision journey and its effect on brand equity of luxury brands with the use of online touchpoints.
Authors
Højbjerg, Martin Dannervig ; Højbjerg, Mikkel Dannervig
Term
4. term
Publication year
2019
Submitted on
2019-06-06
Pages
100
Abstract
This thesis examines how integrating channels across online and offline touchpoints shapes the consumer decision journey and, in turn, affects brand equity for luxury brands. Building on an extensive literature review, the authors develop a theoretical framework and hypotheses that are tested using primary and secondary data alongside descriptive statistics and hypothesis testing. The study is motivated by the blurring of channel boundaries due to the Internet, the shift to a non-linear path to purchase, and the rising importance of loyalty and trust for brand equity in an increasingly digital environment. Findings indicate that channel integration is a key driver of omnichannel efforts, that digital touchpoints are significantly related to luxury brands’ adoption of omnichannel, and that omnichannel adoption has a substantial impact on the consumer decision journey. Moreover, the consumer decision journey mediates the relationship between omnichannel adoption and brand equity. Overall, the results suggest that luxury brands can reinforce trust, loyalty, and brand equity by orchestrating seamless experiences across online and offline touchpoints.
Denne afhandling undersøger, hvordan integration af kanaler på tværs af online og offline touchpoints påvirker forbrugerens beslutningsrejse og derigennem brand equity for luksusbrands. Med udgangspunkt i en omfattende litteraturgennemgang udvikles et teoretisk rammeværk og tilhørende hypoteser, som afprøves med brug af primære og sekundære data samt deskriptiv statistik og hypotesetests. Afhandlingen tager afsæt i, at internettets udbredelse har udvisket grænserne mellem kanaler, at luksusforbrugernes købsrejse er blevet ikke-lineær, og at brandloyalitet og -tillid er centrale drivere for brand equity i en mere digital verden. Resultaterne peger på, at kanalintegration har en væsentlig betydning for omnichannel-indsatsen, at digitale touchpoints er tæt forbundet med luksusbrandes adoption af omnichannel, og at adoptionen af omnichannel har en markant effekt på forbrugerens beslutningsrejse. Endelig viser analysen, at beslutningsrejsen fungerer som mediator mellem omnichannel-adoption og brand equity. Samlet set indikerer studiet, at luksusbrands kan styrke tillid, loyalitet og brand equity ved at orkestrere sømløse oplevelser på tværs af online og offline kontaktpunkter.
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