Examining the role of branding in an omnichannel environment

Liz Barnes, Samantha Lynch

    Research output: Contribution to conferencePaperpeer-review


    Today’s consumers are channel agnostic, seeking experiences with brands rather than relationships with specific channels (Aubrey and Judge, 2012). Consequently omnichannel is becoming the strategy of choice for UK retailers. Omnichannel is still an emerging theme within the literature and there is a gap in knowledge to therefore understand more deeply, how adopting an omnichannel approach can impact consumers’ perceptions of corporate brand image, identity and reputation. Indeed there are currently no papers, which focus specifically on branding from an omnichannel retailing perspective. A literature review examines three dimensions: defining and distinguishing omnichannel from the general rubric of integrated multichannel retailing, an examination of recent literature on brand image, identity and reputation and finally, an overview of some of the cross-functional issues associated with an omnichannel approach. Primary research in the form of a qualitative study, explored how consumers interact with brands as part of an omnichannel customer journey. Outcomes included the importance of brand consistency across all channels, which in turn enhance perceptions of loyalty and trust towards a brand. From a managerial perspective the study outlined manifestations of consistency.

    Original languageEnglish
    Publication statusPublished - 2017


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