Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach

Abstract

One of the contributions of digitalization to cyclical change is the adoption of Omnichannel Marketing (OM) as a new marketing strategy for brands. In this research, we examined whether the quality of integration (INQ) in omnichannel environments has an effect on brand equity (BE) and its dimensions (brand loyalty (BL), brand association and brand awareness (BAS), and perceived quality (PQ)) within the framework of a structural model. We aim to expand the limited number of INQ research areas. In this context, in the first stage of our research, we conducted an online survey consisting of three parts with the consumers of the Nike luxury sportswear brand, which is in 11th place in the global brand value ranking, residing in Turkey from the developing countries. In the second stage of the analysis, we performed CFA for scale reliability and validity. Crobach’s alpha, AVE and CR values for all factors of the scale exceeded the threshold values in the literature. In addition, the goodness-of-fit values of the scale, which were checked for compliance with the research, exceeded the threshold values. In the third stage of the analysis, we performed SEM analysis to test the model of the study and the assumptions of the study. The SEM results of our research confirmed the assumptions established between INQ and BE and its components in the context of OM. SEM results revealed that INQ had the highest effect (0.93) on BAS and PQ and the least effect (0.86) on BL, and INQ affected BE with 0.90. The results of this research, which examines the predictors of brand equity and its components, offer implications for OM, INQ, BE subject areas that have not been empirically analyzed despite increasing knowledge and still having limitations in theoretical information. Our research is unique, as it is the first study to empirically examine the relationship between INQ and BE and its components in the context of OM. The research on omnichannel applications is quite limited. This study brings a conceptual extension to the literature on omnichannel strategies, INQ and OM, whereas they presented the necessary reasons for managers to provide INQ in an omnichannel environment in order to increase brand equity, with an empirical application. In addition, the most important benefit of this research is that it shows brand owners and managers and brand marketers a way to set up the omnichannel system toward circular revolution.