Role of Brand experience in Fashion brands

Abstract

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected. Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

Analysis of Generation Z's Social Media Marketing Activities Relations on Brand Equity: Context on Fashion Products

“…Brand Experience is also essential in shaping consumer perceptions and loyalty towards fashion brands (Aiswarya & Krishnan, 2019); (Quan et al, 2020). How consumers experience and interact with brands through various social media channels will influence their perceptions of brand quality and value (Nuseir & Elrefae, 2022).…”

“…Research by (Aiswarya & Krishnan, 2019); (Quan et al, 2020), emphasizes the importance of a holistic brand experience, which includes all consumer interactions with the brand, both direct and indirect. A consistent and comprehensive brand experience can strengthen consumers' positive impression of a fashion brand and influence their loyalty.…”