Do experience and engagement matter to millennial consumers?

Abstract

PurposeThe purpose of this research is to examine the effect of certain dimensions of brand experience (sensory, behavioural, affective and intellectual) on millennial consumers' engagement.Design/methodology/approachData were collected using the central location intercept method from 443 millennial consumers (aged between 18 and 35 years) of fashion apparel. Structure equation modelling was used for the analysis.FindingsResults showed that all dimensions of brand experience (namely, sensory, behavioural, affective and intellectual) significantly affect millennial consumers' engagement.Practical implicationsThis study will assist managers in determining the role of experiences and engagement in strategy formulation for millennial fashion consumers. In particular, understanding the effect of brand experience dimensions on customer engagement provides new practical insights into consumer behaviour in the fashion apparel industry.Originality/valueExamining the phenomenon of experience and engagement amongst millennial consumers is an original approach and contributes to experience and engagement research in marketing.

Customer Experience in Fintech

“…As customer experience has a positive impact on loyalty, its outcomes present several benefits for the company such as: trust, customer loyalty, increased commitment, a positive word-of-mouth [39,40,72]. The perception of a relevant customer experience could lead to a greater commitment to the company, which is reflected in customer loyalty [43,106]. Studies on customers experience with online retail applications have indicated a positive influence of cognitive and affective experience on customer loyalty [57,107].…”

Ovlivňuje Cenová Kotva v Dopravě Všechny Generace Stejnou Měrou?

“…Zajímají je různé věci, např. jaké je jejich očekávání ohledně vzdělání (Licite a Janmere, 2017), zda je pro ně důležitá zkušenost a závazek (Khan et al, 2021) nebo jaké jsou jejich vztahy a efektivita na pracovišti (např. Cheng et al, 2018, Alonso-Almeida a Llach, 2019, Sao a Tolani, 2018.…”

Role of brand experience in predicting consumer loyalty

“…PBA is defined as consumers' perceptions of a brand's authenticity in terms of quality commitment, sincerity and heritage (Napoli et al, 2014). Consumers today are confronted with the ever-growing commercialization of products, services and the globalization of markets (Morhart et al, 2015;Khan et al, 2021). The excessive proliferation of brands and the growth and maintenance of consumer-brand relationships are two critical strategic challenges in brand management (Oh et al, 2019).…”