In the omnichannel era, retailers have increased opportunities to provide unique brand experiences using a multiplicity of offline and online channels and touchpoints. Although the concept of brand experience is clearly defined, some authors have demanded a revision of the way in which it is measured to capture the complex brand experiences provided by omnichannel retailers. This paper follows a comprehensive process of scale development to suggest a retailer brand experience scale within the omnichannel context, focusing on single-brand retailers as they are able to provide richer shopping experiences. Our validated scale consists of 19 items grouped into eight dimensions: sensory, affective, intellectual, behavioural, lifestyle, pragmatic, relational, and social. This scale widens the existing domain of the brand experience construct by incorporating aspects of experience facilitated by the expanding number of digital media and channels that have augmented the physical channel in the omnichannel retail context. We conclude by proving that omnichannel retailer brand experience has positive impacts on customer satisfaction and loyalty.

在全渠道时代，零售商使用更多的离线和在线渠道以及接触点提供更多机会提供独特的品牌体验。尽管已经明确定义了品牌体验的概念，但一些作者仍要求修订衡量方式的方法，以捕获全渠道零售商提供的复杂品牌体验。本文遵循一个全面的规模发展过程，以在全渠道范围内建议零售商的品牌体验规模，着重于单品牌零售商，因为他们能够提供更丰富的购物体验。我们的有效量表包括19个项目，分为8个维度：感官，情感，智力，行为，生活方式，务实，关系和社交。通过整合数字媒体和渠道数量的增加（在全渠道零售环境中增加了实体渠道），这种体验扩展了品牌体验构建的现有范围，从而扩大了品牌体验构建的现有领域。我们通过证明全渠道零售商的品牌体验可以对客户满意度和忠诚度产生积极影响。