Omnichannel Identity Dimensions and Their Differential Impact on Customer–Brand Relationships: A Comparative Analysis of South Korean Retailers

This study investigates how a consistent brand identity across multiple channels influences customer experiences and relationship development in South Korean retailers’ omnichannel strategies. To address the fundamental challenge of balancing brand consistency with channel-specific customization, we developed a comprehensive omnichannel identity framework through rigorous measurement development and factor analysis. This framework comprises three empirically validated dimensions: trendiness, reliability, and usability. Data collected from 994 customers of two leading South Korean retailers were analyzed using structural equation modeling, revealing that these omnichannel identity dimensions exert differential influences on cognitive and affective brand experiences, which subsequently mediate the development of customer–brand relationships. Notably, the results demonstrated significant variance in the impact of identity components between retailers—trendiness and reliability emerged as primary drivers of brand experiences for Retailer A, while usability constituted the dominant factor for Retailer B. This study contributes to sustainable retail theory by empirically validating the multidimensional conceptualization of omnichannel identity and its selective influence on customer perceptions within an environmental responsibility context. The findings provide strategic guidance for retailers seeking to develop distinctive brand identities across channels in the highly digitalized South Korean consumer market, ultimately enhancing brand equity and sustainability performance through stronger customer–brand relationships that promote environmentally conscious consumption behaviors.