The effect of omni channel practise on consumer based brand value: A research on the retailing sector

The purpose of this research is to examine the effect of omni-channel ease of use on consumer-based brand equity and purchase intention, and additionally to test the mediating effect of consumer-based brand value on the effect of omni-channel ease of use on purchase intention. The research was conducted with online survey data collected from 455 volunteer participants aged 18 and over who use internet banking in Turkey. The validity of the research scales was tested with confirmatory factor analysis and the relationships between the variables that constitute the research model were tested with "Structural Equation Model". Bootstrap technique was used to test the mediation model. T-test, one-way analysis of variance (ANOVA) and Post Hoc analyzes were used to examine the differences in scale levels according to the descriptive characteristics of the participants. According to the results obtained; A positive and significant relationship was found between omni-channel ease of use and consumer-based brand equity and purchase intention, as well as between consumer-based brand equity and purchase intention. Moreover; In the mediation effect analysis, the mediating effect of consumer-based brand value on the relationship between omni-channel ease of use and purchase intention was statistically significant.