Li Min, Chung Wonjun
Department of Design, Tongmyong University, Busan, Republic of Korea.
School of Art and Design, Nanjing Audit University Jinshen College, Nanjing, China.
PLoS One. 2025 Apr 29;20(4):e0321883. doi: 10.1371/journal.pone.0321883. eCollection 2025.
This study investigated the impact of Octomodal Mental Imagery (OMI) on brand experience and authenticity in advocating sustainable development and responding to the lack of brand experience and customers' growing demand for authentic brands. The research employed online questionnaire surveys and data collection via Sojump, resulting in 428 valid responses. The collected data were subjected to quantitative analysis, and the study's hypotheses were tested using structural equation modeling. The results showed that all the sensory attributes of OMI (visual, auditory, tactile, gustatory, olfactory) positively influenced customers' brand experience. All the structural attributes of OMI (autonomy, spatial, kinesthetic) positively influenced customers' brand experience. This study also found that customers' brand experience positively influenced brand authenticity, while social presence positively moderated the relationship. This study provides branding managers and scholars with a new reference point and scientific data support for companies to implement brand strategies and marketing models, which will help brands to maintain sustainable development in a competitive business environment.
本研究探讨了八通道心理意象（OMI）对品牌体验和品牌真实性的影响，旨在倡导可持续发展，并回应品牌体验的缺失以及客户对真实品牌日益增长的需求。该研究通过在线问卷调查，并通过问卷星收集数据，共获得428份有效回复。对收集到的数据进行了定量分析，并使用结构方程模型对研究假设进行了检验。结果表明，OMI的所有感官属性（视觉、听觉、触觉、味觉、嗅觉）对客户的品牌体验均有积极影响。OMI的所有结构属性（自主性、空间性、动觉性）对客户的品牌体验均有积极影响。本研究还发现，客户的品牌体验对品牌真实性有积极影响，而社会临场感对二者关系具有正向调节作用。本研究为品牌管理者和学者提供了一个新的参考点和科学数据支持，有助于企业实施品牌战略和营销模式，从而帮助品牌在竞争激烈的商业环境中保持可持续发展。
