The effect of digital fashion visual symbol perception on consumer repurchase intention: a moderated chain mediation model

Abstract

PurposeThe study aims to explore how fashion visual symbols influence consumers' inclination for repurchasing. It attempts to investigate the intricate interplay among three essential variables (social presence, collective excitement and cultural identification) from the perspective of Interaction Ritual Chains theory. Meanwhile, an attempt is made to reveal the underlying patterns in these relationships, fully harnessing the positive impact of fashion brand visual symbols in brand marketing.Design/methodology/approachThis study employs a quantitative research methodology, administering an online survey in China, from which 381 valid responses were collected by simple random sampling. The acquired data were subjected to structural equation model and hypotheses testing.FindingsThe analysis reveals that heightened visual symbol perception significantly strengthens consumers' social presence, consequently elevating the probability of collective excitement. This establishes a mediated chain model, reinforcing repurchase intention. Additionally, the moderation effect analysis indicates that cultural identification negatively moderates both direct paths in the mediated chain model, with particularly pronounced effects for low cultural identification.Originality/valueThis study establishes a closed-loop system in fashion brand product marketing, continuously enhancing the intimacy and interactive willingness between consumers, as well as between consumers and the brand. The objective is to increase brand repurchase rates. Additionally, the research provides valuable recommendations and strategies for fashion brands to adapt to Chinese consumer demands, strengthen emotional attachment between consumers and the brand, and achieve sustainable development in the realm of fashion consumption.

Effects of Brand Visual Identity on Consumer Attitude: A Systematic Literature Review

“…Brand visual identity shapes consumer perceptions, emotions, and behaviors. Elements such as brand logo [8,32], colour [33], name [34][35][36], layout design [37], fonts [38], and other visual components have been proven to significantly affect brand satisfaction [39,40], consumer attitudes such as loyalty [25,41,42], favorability [43], and awareness [44], as well as purchase intentions [45] and social attitudes [46]. Understanding the impact of a brand's visual identity on consumer attitudes is critical for marketers and brand managers to effectively manage [47] and leverage these visual elements to create positive consumer experiences [44,48,49], and perceptions.…”