Fashion-brand Experiences in Multi-channel Retailing: Impacts of Experience Dimensions and Experience Types on Brand Resonance
Description: The brand behind the garment is what gives the product popularity, relevance to the consumer, and overall profitability. As time passes, markets are becoming flooded with more brands that inherently provide the commodities. As a result, fashion marketers must put more time and investment into stipulating ways for which their brand can reach a select target consumer and enhance repeat purchase intentions with their competitive differentiations. As their efforts engage, an experiential perspective emerges in the fashion industry. By comparing fashion brands and their different distribution channels, the objectives of this study are to identify consumers’ perceptions of fashion brand experience dimensions and experience types, and to investigate the effect of brand experience dimensions and types on brand resonance. Upon extending Schmitt and Brakus, Schmitt, and Zarantonello’s experience dimensions and types, in conjunction with Keller’s brand resonance model, 12 out of 20 hypotheses confirm the significant impact of consumers experiences on brand resonance by analyzing the data (n = 374) from a university in the United States. Sensory and affective experiences are primary factors for establishing fashion brand association, while cognitive and relational driven experiences lead to establishing fashion brand loyalty. Sensory, affective, and relational experiences affect both product and store type experiences, while only product experience affects brand resonance. With the depiction of different brand effects, this study concludes that while Forever 21 may focus on relational experiences with the consumer, Gap utilizes positive cognitive experiences to develop a link to brand loyalty and fashion product reliability.
Date: December 2011
Creator: Evans, Leslie J.