| dc.description.abstract | With the rapid development of technology and the fast-paced changes it brings, people′s behaviors and the environments they interact with are gradually shifting toward digitalization. The outbreak of the pandemic accelerated this trend, leading consumers to increasingly turn to online platforms and expediting the digital transformation of luxury fashion brands. However, in the post-pandemic era, physical stores still play a crucial role, leading brands to adopt an omnichannel strategy that integrates both online and offline channels. Luxury fashion brands place great emphasis on shaping their brand image, as the brand not only represents product quality but also embodies culture, history, and values. In other words, luxury fashion brands attract consumers not only through the products themselves but also through the lifestyle, values, and unique consumer experiences that the brand conveys. This makes the brand one of the most critical assets in the luxury industry. This study primarily explores how sensory experiences within brand experiences influence cognitive and emotional experiences from the perspective of omnichannel consumer experiences in luxury fashion brands, and further investigates the relationship between these experiences, brand image, and purchase intention to understand consumer behavior. Through an online platform, the study surveyed respondents who had previously purchased luxury fashion items, collecting a total of 254 valid questionnaires. The results indicate that sensory experiences significantly influence cognitive and affective experiences, and both cognitive and affective experiences further significantly impact brand image and purchase intention. This study confirms that in an omnichannel shopping environment, luxury fashion brands should not only focus on product quality but also invest in all aspects of brand experience to create a high-end image that consumers perceive as valuable, thereby enhancing purchase intention. The research not only explores the relationship between brand experience, brand image, and purchase intention in the context of omnichannel consumer experience, but also restructures the dimensions of brand experience within the S-O-R model. Additionally, it provides practical insights for luxury fashion brands in formulating omnichannel strategies. | en_US |