Effects of Brand Experience on Brand Loyalty in Fashion Retail Business
In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail indust...
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| Ngôn ngữ: | English |
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University of Economics Ho Chi Minh City
2023
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| Truy cập trực tuyến: | http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=07f6c1f4-e12c-4e49-909d-9d5e60c4e824 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115507 |
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oai:scholar.dlu.edu.vn:DLU123456789-1155072023-03-08T03:56:36Z Effects of Brand Experience on Brand Loyalty in Fashion Retail Business Pham, Thi Lan Huong Ngo, Thi Hong Tran, Trieu Khai In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18–35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning sense, emotion, cognition, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty. 2023-03-08T03:56:36Z 2023-03-08T03:56:36Z 2016 Article 2615-9112 http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=07f6c1f4-e12c-4e49-909d-9d5e60c4e824 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115507 10.24311/jabes/2016.23.3.07 en Journal of Asian Business and Economic Studies, Volume 23, Issue 03; p. 73-88 application/pdf University of Economics Ho Chi Minh City |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| description |
In the retail environment where fierce competition pressure can be perceived, the role of brand experience becomes increasingly important. This study addresses the theory of brand experience and verifies its relationship with brand loyalty as well as its scales and model in the fashion retail industry. With the data collected from direct personal interviews with 285 consumers aged between 18–35 of such two fashion brands as Ninomax and Blue Exchange in Danang City, the findings suggest positive effects of the constructs of brand experience concerning sense, emotion, cognition, and relation on the two concepts of shopping experience and product experience, both of which, in turn, have positive effects on brand personality, brand trust, brand satisfaction, and brand loyalty. Particularly, brand trust is found to have no effect on brand loyalty. |
| format |
Article |
| author |
Pham, Thi Lan Huong Ngo, Thi Hong Tran, Trieu Khai |
| spellingShingle |
Pham, Thi Lan Huong Ngo, Thi Hong Tran, Trieu Khai Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| author_facet |
Pham, Thi Lan Huong Ngo, Thi Hong Tran, Trieu Khai |
| author_sort |
Pham, Thi Lan Huong |
| title |
Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| title_short |
Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| title_full |
Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| title_fullStr |
Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| title_full_unstemmed |
Effects of Brand Experience on Brand Loyalty in Fashion Retail Business |
| title_sort |
effects of brand experience on brand loyalty in fashion retail business |
| publisher |
University of Economics Ho Chi Minh City |
| publishDate |
2023 |
| url |
http://jabes.ueh.edu.vn/Home/SearchArticle?article_Id=07f6c1f4-e12c-4e49-909d-9d5e60c4e824 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/115507 |
| _version_ |
1819781239072096256 |