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 perspectiv…
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Date:
December 2011
Creator:
Evans, Leslie J.
Partner:
UNT Libraries