Work

Empirical Analysis of Brand Experience in the Ontact Era: A Touchpoint Strategy Framework for O2O Operations in the F&B Industry

Year: 2025

Type: article

Abstract: The public health security incident has accelerated the adoption of the O2O (Online-to-Offline) model in the F&B (Food and Beverage) industry, significantly increasing consumer demand for contactless services. Concurrently, brand experience management has progressively shifted toward digital touchpoints. This study selects three hamburger brands as case studies to analyze brand experience levels across various online and offline touchpoints. We examine differences between brand touchpoints in the Ontact (Connect On + Untact) era and traditional touchpoints, identifying which ones effectively enhance brand experience. Subsequently, we develop an O2O brand experience management framework, demonstrating that brand experience positively influences satisfaction and repurchase intention. Finally, we propose touchpoint design strategies for the Ontact era to guide businesses in leveraging experiential marketing, strengthening consumer engagement, and informing strategic decision-making.

Source: Sustainability

DOI: 10.3390/su172210421

Authors: Hangtong Cui, Peiying Zhang, Yifan Jia

Institutions: Communication University of Shanxi, China University of Petroleum, East China, Xi’an Jiaotong-Liverpool University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $2,896

Funders: National Natural Science Foundation of China, Natural Science Foundation of Shandong Province