The impact of brand experiences on brand resonance in multi-channel fashion retailing

Ran Huang, Stacy Lee, HaeJung Kim, Leslie Evans

Research output: Contribution to journalArticle

Abstract

© Emerald Group Publishing Limited.Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach – By employing self-administered questionnaires, the data on 393 respondents were collected from students enrolled at a major southwestern university in the USA. The moderation regression analysis was conducted to test the hypotheses and propositions. Findings – The study supports most of the hypotheses and propositions regarding the impacts of brand experiences on brand resonance in multi-channel retailing. The moderating effects of channel type are founded in relationships between sensory experience, affective experience and relational experience. Further, relational experience impacts on brand awareness and loyalty in any channel. Research limitations/implica
Original languageEnglish
Pages (from-to)129-147
JournalJournal of Research in Interactive Marketing
StatePublished - Jun 8 2015

Fingerprint Dive into the research topics of 'The impact of brand experiences on brand resonance in multi-channel fashion retailing'. Together they form a unique fingerprint.

  • Cite this